Email Metrics – Explained!

Kivi's Nonprofit Communications Blog

This 28-page download will show you how to measure: Open rates. Click-through rates. Click-to-open rates. Response or conversion rates. Bounce rates. Unsubscribe or opt-out rates. Complaint, abuse or spam rates.

Week of Freebies! Day 4: Email Metrics Explained

Kivi's Nonprofit Communications Blog

This 28-page download will show you how to measure: Open rates. Click-through rates. Click-to-open rates. Response or conversion rates. Bounce rates. Unsubscribe or opt-out rates. Complaint, abuse or spam rates. Happy Holidays!

How to Watch for Trends in Your Online Analytics

Kivi's Nonprofit Communications Blog

Time on Site (including Time on Site, Pages per Visit, and Bounce Rate). Conversion Rates. Open Rates. Are you improving the percentage of people who open your emails? Click-Through Rates. Conversion Rates. What are your website analytics, like Google Analytics, telling you? What’s happening with your email? All of the online communications tools have built in metrics.

M+R Benchmarks Study

Kivi's Nonprofit Communications Blog

The main takeaway for a lot of you will be the fact that total online revenue is continuing to grow and at a faster rate than before (23% in 2017 versus 15% in 2016). Almost every individual email metric declined including open rates and click-through rates. Bounce rates.

Video Improves Conversion Metrics

The Agitator

Video improves conversion metrics. Including the word ‘video’ in an email subject line increased open rates rose by 7%, conversion rates with a video rose by 21% and average order value rose by 24%. Why should you be using video in your online fundraising efforts? And in any other call-to-action email/online messages? Simple. For example, here are some figures from Experian.

12 Key Digital Engagement Trends from the 2018 M+R Benchmarks Report

EveryAction

Open rates, fundraising click-through rates and page completion rates for both fundraising and advocacy all went down. Email messaging drove 28% of all online revenue in 2017, coupled with a decline in the fundraising email response rate by 6%, to 0.06%. Some of the reasons for a high spam rate include: Making unsubscribing difficult. Donation page conversion rates now stand at 17% on average, which is a 5% improvement over 2016.

Email Subject Lines: 6 Cardinal Sins to Avoid

Getting Attention

Email subject lines have one main job—to get your email opened. High open rates are great, but high conversion rates (getting people to take action) are better. And never trick your supporters into opening an email.

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Video In Email

The Agitator

In that context, consider these stats from Experian: Having the word ‘video’ in the subject line can drive open rates 7% to 13% higher. Video in email can drive higher conversion rates (average 21%) and higher order value (average 24%) when measured against using only static images. Subject lines with “top 10″ and “top 5″ have unique open rates that are 13 percent higher than promotional e-mails.

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Pairing metrics for fun and (non)profit

The Agitator

Response rate vs. average gift: This one is the most obvious. If you measured only response rate, someone could reduce the ask string and lower the heck out of the amount of the ask in order to spike response rates.

How Much Money Should You Be Raising Online?

Marketing for Nonprofits

According to the report, organizations with less than 10,000 email addresses grew online giving by 26% vs. a median growth rate of 20% for all nonprofits. Web traffic grew slightly but website to email sign-up conversions decreased to 2%.

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Three Reports To Note

The Agitator

Amongst all email marketers, there’s very little sign of lessening impact — 13% report decreased open rates, 15% report lower click rates, and 13% report lower conversion rates.

Year End: Optimizing Monthly Giving

The Agitator

According to NextAfter research when a donor is thanked open rates on subsequent email communications are 28%-1301% higher. NextAfter advises : The addition of a value proposition and different copy for recurring giving can increase conversion rate by 150%.