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Ensure that your email subject line aligns with the content beyond it.A catchy intro may inspire higher open rates, but the last thing you want to do is disappoint your possible customers who feel misled (and motivate them to unsubscribe).Emails by Hour 32% of all fundraising emails were received between 9am ET and 1pm ET during the month of December 2015.This was a decrease of over 10% as more emails are shifting to later in the day.Here is the 2015 edition of my annual review of year-end nonprofit fundraising email subject lines.(Be sure to check out 2014, 2013, 2012, and 2011 too.For several years now, January 1st not only means the beginning of the New Year, but also an opportunity to look at trends in year-end fundraising emails from nonprofit organizations.Back in 2011, I started collecting all the emails that nonprofits sent me during the month of December and reviewed what was in my inbox.

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December 31st remains the busiest inbox day of December.

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On top of that, a casual tone both attracts more readers and makes things more readable. Groupon can write a subject line like “Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve)” because they’ve already got funny marketing down.

Nothing is worse than getting bored in 50 characters or less. Jet Blue can write “You’re missing out on points” because, as an airline, they understand what this kind of value proposition means for their frequent flyers.

Well, right before a key fundraising deadline, Obama's administration sent an email out to his subscribers with a subject line that said just that: “Hey.” And it turned out to be one of the most successful emails of his campaign. Because it hooked people from the start with a fantastic email subject line. It’s a phrase that asks for action, deliverables, and high-quality customer service. In this case, "visual" means: There are some great articles out there on the many different styles of email subject lines that you can construct, but some of my favorites were the ones like Obama’s ”Hey” or Buzz Feed’s "Not Cool, Guys." Subject line areas are not a space to write a literary masterpiece.

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