Whether you call it an email blast, an e-newsletter or a mass email campaign, it’s all email marketing—and if done right, it can be one of the most effective marketing strategies for nonprofits.

Email marketing is the practice of sending an email to a list of people in an effort to sell them something—or, in the case of MOAA, to get them to become a member, make a donation, register for an event or convert in some other way. The most important components of email marketing include:

• Building and managing a list of email subscribers
• Crafting a strategic message
• Analyzing open rates and click-throughs