Essential Email Marketing Strategies for Crowdfunding Campaigns

So, you’ve decided that your product is cut out for crowdfunding success and you’re going to launch your Indiegogo or Kickstarter campaign. Before you start writing your pitch, think about your communication strategy and the best ways to reach your target audience. Many people forget about a crucial tactic: email marketing. But if you truly want to cut through the noise, you need to use effective email marketing strategies for crowdfunding projects that do reach their goal.

Let’s take a look at how these campaigns should be built in order to help you reach your objective:

1. Start Early

Don’t wait until the campaign is launched in order to start your email marketing. Just like you should do on social media, build anticipation. Send at least two email updates announcing your contacts that you will launch your product on a crowdfunding platform.

Give details about the product in your initial email updates, but don’t give everything away. Let people know that you’ve got a few other aces up your sleeve and that you will reveal them on Kickstarter or Indiegogo.

2. Use Powerful CTAs

Remind people what they have to gain from becoming a part in your journey. Remember to make it about them, not you. [See more tips on building powerful CTAs here.]

Leverage the full power of email marketing: unlike in ads or social media posts, you have plenty of space to add great CTAs. Start with a strong email subject and end with reminding people how they can help – not just by backing you, but also by sharing your campaign page on social media.

3. Use Visuals

Photos and videos are the cornerstones of effective email marketing strategies for crowdfunding. That’s right; they don’t just work on social media. They are ideal in any means of communication.

Start by incorporating a photo or a video in the first email you send. Choose between them, though, don’t overcrowd your copy. Infographics are also and excellent choice here, as they give readers the opportunity to digest the essential information faster.

4. Communicate Throughout the Campaign

Don’t wait until the last few days to send email blasts. Let people know how things are evolving. Tell them how much you’ve received so far and how much you still need. Remind them that every share counts and so does every penny.

If you add FAQs or more information about the campaign, let them know! Every bit of information is important here and sending it out shows that you care about your (potential) backers. However, be careful not to spam them. One email per week (maybe two in exceptional cases) is enough.

5. Segmentation Is Crucial

Don’t send the same generic message to everyone. If one of your contacts has already backed your project, send him a “thank you” email and updates. At the most, you can ask if they considered buying a one of your products as a gift for a friend or a family member, but that’s it.

When you write to the people who haven’t supported you financially yet, don’t scold them. Simply remind them of how much time they have left and emphasize new product features.

6. Send “Thank You” Emails

Sending these to people who backed your project goes without saying. But effective email marketing strategies for crowdfunding should go even further than that. Thank everybody who took an interest in your campaign, from those who shared your project on social media to those who simply clicked on the links in your email. You can never know when they will be ready to convert.

In the email to those who backed you directly, try to be as personal as possible without becoming creepy. Use their first name and welcome them to the community. Tell them you will send as many updates as possible and that their contribution means the world to you. Also, send them information relevant to the perk they purchased.

7. Speak about Your Team

Don’t end the email abruptly with “Sincerely Yours,”. End it with a real name of a real member of your team. Additionally, write a short bit about one or more members in every email you send out.

People love reading success stories and your time might have one to tell. Successful email marketing strategies for crowdfunding are those that allow the recipient to take a small peek into the backstory of the product, those that speak of more than impressive product features.

8. Don’t Forget about the Legal Stuff

People may want to opt out of your email list. It’s not pretty, but it happens. So make sure to include and unsubscribe link in every email.

Additionally, you can add a short survey to ask about their reason. Be careful: “short” is the operative word here. Don’t take any more of their time with lengthy questions!

Need more tips on creating effective email marketing strategies for crowdfunding campaigns? Take a look at this post. And, don’t forget, if you want mind-blowingly good copy for your emails, you know where to find us: