Pull the Email Trigger

clickz.com is a great resource on e-mail marketing that I follow closely. Today they had an excellent article entitled “Pull the E-Mail Trigger.” Here is a link to the full article:
http://www.clickz.com/experts/em_mkt/em_mkt/print.php/3504101

The article encourages you to think about how powerful e-mail can be when it is sent in conjunction with a particular trigger — i.e. a news event, holiday, etc… If there is a hot issue in the news and your organization is doing something about that issue, get an e-mail out while the iron is hot. The clickz article references e-mails that nonprofits sent around the Tsunami. The Humane Society had a lot of success with e-mails sent around the hurricanes in Florida last year that talked about how they rescued animals.

It’s important to get all your ducks in a row and your plans and processes in order so that you will be ready to act quickly and shoot an e-mail out to your donors and prospects while the issue is still hot.