Two recent experiences with, of all things, government agencies, have proven that subscribers can enjoy choices in their email.

I ride the Washington DC Metro (subway) system frequently. At www.wmata.com you can sign up to receive e-alerts when there is any service interruption in the system. You can choose which line (Red, Yellow, Green, Blue, or Orange) and whether or not you want messages about interruptions during morning rush, midday, evening rush, or weekends. I get rush hour and midday messages about the Orange line sent to my cell phone. I receive several a week and promptly delete them, but the instant knowledge of a problem might save me hours in a hot sticky subway platform. I’m sure that if my choice were “take it, or leave it” I’d leave it.

I also get prompt messages of earthquakes from the US Geological Survey (earthquake.usgs.gov). I choose to get an email after any earthquake greater than 5.5 worldwide or 4.5 in the continental US, and an SMS message to my cell phone for any earthquake 8.0 or greater. I’d never want to hear about every tremor, but prompt notice of the December 26 Indonesian earthquake helped us get a jump start on fundraising for our clients.

“But our supporters are interested in everything we do!” you say. Baloney, we say. They don’t even know about everything you do. So give them some broad choices about subject matter, delivery frequency, and channel. Let them choose to get emails about AIDS projects sent monthly via email, but advocacy messages sent immediately to their cell phone. The monthly emails can also offer teasers about broader subject matter that might expand their horizons.

Is it more work for you? Sure. You need to set up your database so that you can allow subscribers to set the switches. Then you need to code your content according to the choices you offer. The actual delivery should be the easy part.

You’ll find your supporters are more engaged. Open rates will climb, click-through rates will soar, and conversion will blossom.

Don’t know how to start? An e-communications strategic plan from NPA might be the beginning of your “Baskin Robbins” information delivery system.

Or, you can come to our house for dinner.

July 2007