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The Ultimate Guide To A Successful NPO Email Strategy



The Ultimate Guide To A Successful NPO Email Strategy

Effective email and newsletter marketing is crucial for a nonprofit organization’s (NPO) success. With scarce resources, limited staffing, and divided leadership attention, investing in marketing efforts can often take a backseat to more urgent matters.

Luckily, email marketing is both cost-effective and less time-consuming than other NPO marketing strategies. Regularly sent out, well-crafted newsletters can give your nonprofit authority while also helping you stay at the forefront of your donors’ minds.

Download Now: Nonprofit Marketing & Fundraising  Trends for 2022 [Free Report]

By reading this post, you will discover how your nonprofit can stay connected with donors and attract exciting new prospects through personalized and meaningful email marketing.

Table of Contents

Why does email work for nonprofits?

Studies show that email continues to offer the highest return on investment (ROI) of any outreach strategy. TruConversion reports that an email marketing campaign can deliver a return of $40 for every $1 spent. This makes email the channel with the highest ROI that nonprofits can use to reach prospective donors.

Additionally, 91% of all US consumers still use email daily. Email can therefore enable NPOs to reach audiences that might not otherwise engage with their marketing efforts on social media.

Pro tip: Before starting a new email campaign, make sure it aligns with your nonprofit marketing plan and helps you reach your organization’s goals.

onprofit newsletter, 91% of US consumers still use email daily. Use email to reach new audiences.

Email Marketing Best Practices for Nonprofits

1. Commit to regular sends.

Nonprofits are often stretched for resources, and it’s easy to set marketing aside for matters that seem more pressing. However, regular email marketing is one of the most effective ways to grow your organization. A content schedule for your emails can keep you organized you can frequently engage with and steadily grow your donor base.

Making email sends an “always on” part of your marketing strategy will play a big role in your success on the channel. “Always on” doesn’t mean that you’re bombarding your email list with constant messages — it means that you’re committed to consistency in how often you send your emails.

Send informative emails on a predictable schedule, instead of only when you’re actively running a campaign or seeking donations. This will help nurture your audience towards deeper forms of engagement (like donating or attending an event) in the future. Remember: the goal is building long-term relationships.

Setting the right cadence for your emails is important to keep the members of your list engaged with your organization. When you’re first starting out, this requires a careful balancing act. You don’t want to send too few emails, but you also don’t want to veer into potential spam territory. More on that in the next section.

Pro tip: Double-check that your email offers value to your readers before sending. Value could include the latest information about your nonprofit, ways to get involved, upcoming events, or recent projects your organization has completed.

2. Be wary of spam folders.

If your audience is only used to hearing from you on a one-off basis, you’ll need to gradually shift to sending more emails. A sudden switch could trigger some users’ email clients to send you to the spam folder.

Email deliverability can be a complex subject, but here are a few important things to remember if you’re transitioning to more frequent email marketing.

  • Don’t directly embed forms or include attachments in your emails. Linking out to web pages with forms is a better practice.
  • Send your emails from a recognizable address. If you can, avoid sending from a [email protected] address. Use a name your readers will recognize.
  • Lead with informative subject lines instead of direct calls for donations. Check out our blog post on picking great email subject lines.
  • If you’re emailing a list that isn’t used to frequent sends, let them know what’s going on. Tell your readers that you plan to start sending more informative emails, and most importantly, allow them to opt out. It might seem counterintuitive in the short term, but cleaning disengaged folks off your email list is important to the long-term health of your email program.

Pro Tip: Assign a staff member to send your monthly newsletter using their name. This increases your chance of avoiding donors’ spam folders.

For more tips on improving your email deliverability, check out our blog post on the subject here.

3. Leverage personal connections with your audience.

Personalizing your emails is a simple — but powerful — step that you can take to create a personal connection with readers.

First, make sure you’re using an email tool that enables personalization. It might be an investment upfront, but having access to personalization features will greatly improve the value your audience gets out of your email sends.

Worried about coming off as creepy or not sure where to start? Focus on personalizing emails based on actions your email recipients have taken on your website, advises Rachel Leist, a VP of marketing, automation, and demand generation at HubSpot. Instead of using personal data in your contact management system, perhaps thank them for a donation or downloading a report.

“If a person receives an email that refers to an action they took on your website, they will not be as nervous as they would if you were personalizing around specific personal information you happen to have on them,” Leist explains.

Pro tip: Personalize your emails by using first names and interesting taglines. Emails with personalized subject lines generate six times higher transaction rates.

4. Segment your database.

A segmented email list can help you ensure that the right person receives the right email at the right time. While everyone on your email list believes in your organization, you don’t need to send every email to everyone. Each person in your database is at a different stage on their journey with your organization, and the emails they receive should reflect that.

For example, someone who has donated $5 to your organization in the last year is probably not as engaged as someone who has donated $1,000 to your organization in the last month.

Factors like donation amount, events attended, and actions taken on your website or social media channels can all be important indicators of engagement level, and shouldn’t be ignored when you’re sending out emails.

More engaged audience members will likely respond more positively to more frequent emails, while folks with fewer touch points should receive fewer emails giving them more basic information about your NPO.

Pro tip: When people download your content or subscribe to your newsletter, make sure you enter them into a specific drip campaign that sends them automated emails relevant to the topics they are interested in.

5. Test, analyze, and adapt accordingly.

Finally, running an email program is not a “one-and-done” marketing strategy. You’ll need to note key performance indicators and make changes to your approach based on real-world data.

If you’re just getting started, industry benchmarks can be a useful point of comparison. But remember, not all NPOs are the same, and not all NPO audiences are going to respond the same way to emails.

To start, keep track of a few key email metrics, measure them with each email send, and look for trends over time. Our article on email marketing metrics for beginners offers a helpful starting place if you’re not sure what to track.

Pro tip: Regularly monitor your email open rate using the Hubspot email health tool.

How to Write an Amazing Nonprofit Newsletter

1. Write an eye-catching subject line.

Subject lines can be tricky. You’re looking for a short phrase that communicates your intent while retaining your non-profit’s unique voice. An interesting subject line should include the following elements.

  1. Urgency. You want recipients to feel the urgency to both open emails from your NPO and take action.
  2. Specificity. If you have an interesting statistic or data point to share, be sure to put it in the subject line.
  3. Upcoming events. To increase engagement, your newsletter should let people know what upcoming events they can attend or volunteer at.
  4. Name recognition. Pique your audience’s interest by including their name in the subject line (when appropriate).
  5. Relevancy. If current events or politics influence your nonprofit’s goal(s), referencing those events can make your newsletter more relevant and timely.

Pro tip: 46% of email opens take place on mobile, so be sure to make your subject lines 50 characters or less so mobile viewers can read the entire message.

Explore this blog for more subject line best practices.

2. Give compelling updates.

An amazing nonprofit newsletter should include the latest and greatest from your organization. Inform your recipients of recent goals reached, heartwarming stories of those you help, life updates of staff and volunteers, and anything else of note.

Pro tip: To make your emails visually interesting, take pictures during events to include in your newsletters. With permission, include the names of the volunteers pictured and describe what activities took place.

3. Have an attitude of gratitude.

Your cause is near and dear to those who subscribe to your newsletter. Their time spent volunteering and money donated should always be received with a spirit of gratitude.

Let email recipients know the immediate impact of their donations with interesting data points. For example, “Your donation helped x number of families” or “Your volunteer efforts fed x number of children.”

Pro tip: Some of your newsletter recipients will be more involved than others. Consider opening the line of communication with these donors by sending a personalized, non-automated email that references their specific efforts to the cause.

4. Include a Call-to-Action

A call-to-action (CTA) is an invitation to your audience to do something. In an email or newsletter, your CTA should be a button that links to the action you want recipients to take next.

Examples of CTAs for your nonprofit email could be “Subscribe to the newsletter,” “Donate now,” “Refer a friend,” or more. Don’t be afraid to get creative with your CTAs, and be sure to measure your conversion rate.

Pro tip: There are lots of CTA tools you can use to make linking to the next step easier. Explore common options here.

Examples of Nonprofit Fundraising Emails 

Want to put together an effective fundraising email? Check out some examples to get a sense of what your newsletter can look like.

Alzheimer’s Association

This Welcome email from the Alzheimer’s Association doesn’t lead with a request for a donation. Instead, the team connects recipients to the cause by providing them with resources to learn about the disease.

The main CTA urges readers to “learn the facts.” By gaining a greater understanding of Alzheimer’s email recipients are encouraged to act — either by advocating for the group, volunteering, or donating.

What we love: There are several resources shown in this email, targeting different groups affected by Alzheimer’s disease. A loved one could access a support group. A family looking for care solutions can explore their options. Most importantly, people living with Alzheimer’s are given autonomy and can get matched with a care team.

nonprofit newsletter examples, Alzheimer’s Association

Black Girls Code

This email from Black Girls Code focuses on one webinar that is open to all. By including events and participation opportunities, the nonprofit demonstrates value to those on its email list. As a subscriber, you’ll make sure you never miss an event.

What we love: This email utilizes design to strategically focus readers’ attention. The graphic that includes the panel’s speaker information and time are beautifully designed with eye-catching colors that pop over a black background. The only other colorful elements? Two bold registration CTAs in lavender.

nonprofit newsletter ideas, Black Girls Code

The End Child Poverty California Coalition (ECPC)

ECPC’s email demonstrates the importance of keeping your donors and volunteers informed. This section of the group’s newsletter explains how much the coalition’s Imagine Campaign secured and where funds were used. An infographic makes understanding the complexities of state budgeting easy.

What we love: ECPC has mastered transparency. The group acknowledges that not all of its priorities were included in the state budget. After, the coalition celebrates wins they were able to achieve. The use of honesty makes the nonprofit feel trustworthy and garners even more support.

nonprofit newsletter ideas, The End Child Poverty California Coalition

The Trevor Project

Awareness days, holidays, and important anniversaries offer special opportunities to engage your audience. This is especially true when you can tie the event to your nonprofit’s mission or research.

The Trevor Project sent a dedicated email on Intersex Awareness Day. In the email, the organization explains what it means to be intersex and the importance of acknowledging this community. Then, it links to a report where people can learn more about the well-being of intersex youth.

What we love: Not only does this email highlight Intersex Awareness Day, it also reminds recipients that October is LGBTQ History Month. Readers who didn’t have their calendars marked are now informed and will be more likely to engage with other Trevor Project research.

nonprofit newsletter ideas, The Trevor Project

The International Rescue Committee

The International Rescue Committee (IRC) faces the urgent task of assisting people in conflict zones and disaster areas. This email both explains what the organization does and its historical impact.

What we love: Highlighting articles and the organization’s history increases the subscriber’s emotional investment. Readers will also have a better understanding of the IRC’s values.

nonprofit newsletter example, the International Rescue Committee

The Smithsonian Institution

The Smithsonian Institution is one of the largest museum and research networks in the world. Keeping up with each museum and department would be exhausting. Luckily, the nonprofit’s marketing team has gathered the highlights into one, easy-to-read newsletter.

What we love: When we go to museums, we marvel at the artifacts and objects on display. The Smithsonian newsletter uses photographs to replicate this experience on any device.

nonprofit newsletter example, smithsonian institute

Save The Children

When folks first sign up for your emails, it’s a good indicator that they’re feeling engaged with your mission. Check out this automatic welcome email from Save the Children introduces the organization to a new subscriber and requests a donation at the end. Your audience wants to help — don’t make them wait!

What we love: Save the Children created a simple infographic to show how a small donation can make a big impact. This can encourage supporters to contribute.

nonprofit newsletter example, save the children

Citizens’ Climate Lobby

Citizens’ Climate Lobby (CCL) demonstrates in the email below how to update subscribers on important current events. By referencing recent policy changes that were helpful to their cause, CCL can both thank their email subscribers for their hard work while getting them excited about future progress.

What we love: This email does a good job of providing relevance and timeliness to the nonprofit’s conversation. nonprofit newsletter example, Citizen’s Climate Lobby

826 Boston

826 Boston is a writing, tutoring, and publishing nonprofit that works with students and community members. As a local nonprofit, community events offer an opportunity for Boston residents to get involved and learn more about the organization. This email highlights Books for Breakfast, including critical information about where the event is held and when.

Pro tip: If your organization relies on donations from corporate sponsors, email offers an opportunity to showcase your partnership. This creates added value for the businesses you work with.

nonprofit newsletter example, 826 Boston


Not every donor or subscriber should be emailed every day. Wikimedia is sparing with its calls for donations, making their infrequent sends more impactful. By highlighting a past action and demonstrating urgency for a repeat donation, recipients will be more likely to give.

This type of email works best for past donors and less active members of your email list. Even though they don’t visit your website daily, they may be willing to donate on occasion.

What we love: This email from Wikimedia shows what percentage of your donation goes to which parts of the organization. This creates transparency and makes donors feel good about their contributions.

nonprofit newsletter example, Wikimedia

Free Email Marketing Software for Nonprofits

Want to use professional email software for your nonprofit without breaking the bank? There are several free versions of professional marketing software that you can use. Check out what some of the most popular programs offer. Then, decide which option works best for you.

1. HubSpot Email Marketing Software

HubSpot offers a free version of its paid email marketing software that integrates with its free CRM software. Users can run a sophisticated marketing campaign and get access to forms, landing pages, and Facebook, Instagram, Google, and LinkedIn ads, as well as templates.

HubSpot also has access to contact management and live chat capabilities. These tools allow you to optimize the experience for each subscriber. There are also traffic and conversion analytics capabilities for campaign optimization.

2. Sender

Want to reach lots of people with beautiful, personalized emails? Sender could be just right for you. This program has extensive HTML editing and personalization capabilities. Sender also has impressive analytics capabilities that allow you to track the delivery and opening of individual emails. You’ll also be able to build individual recipient profiles to further optimize your strategy.

3. Sendinblue

If you’re looking for variety in your emails, Sendinblue has you covered. This program includes over 70 responsive templates for emails that can be designed for any screen. The free version gives you the ability to send 300 emails a day.

You also have the ability to use A/B testing to find email content that works and segmenting options to make sure the right person receives your message.

4. SendGrid

SendGrid specializes in email campaigns that are tailored to individual preferences. Its free version gives you access to a wide range of personalization tools, including APIs, Webhooks, and STMP Relay.

You’ll also have granular control over who receives your emails with a wide range of delivery optimization tools. Plus, you can access sophisticated email editing and analytics tools that allow you to optimize sends for your target audience.

Start Today

You don’t need to be a professional marketer to get professional results from email marketing. However, you do need to set some time aside to get started.

Remember, email marketing when done thoughtfully, can have a big payoff. Get started today if you haven’t already, and you could generate more buzz for your organization than ever before!

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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