3 big reasons why email open rates don’t matter (and what you should measure instead)


Digital Marketing Direct Marketing Fundraising email click through rates email CTR's Email Marketing email marketing best practices email marketing metrics email marketing stats you should be tracking email open rates Inbound phone calls Number of pages visitedFirst, a short story.

Google Giveth and Google Taketh Away

The Agitator

But the massive change is this: Google now requires you to have a click-through rate (CTR) of 5% instead of 1%. (Lest I get into rant-ish territory again, I’ll simply state that for-profit advertisers are not being held to the same standards and leave it at that.). Also, raising the $2 limit as long as you optimize toward conversions, while requiring the ad account to optimize toward a high CTR standard, makes no sense.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Generating Leads By Combining Identity and Programmatic Outreach

The Agitator

If you’ve been reading this week, you probably already have guessed that a priming statement like “we thought you might be interested because of how hangnails have affected your life” increased preference for a communication (which translates to response rate, CTR, etc.)

Ep202: Causely Helps Businesses Grow with Word-of-Mouth Cause Marketing

Selfish Giving

CTR - EP202. Today on CauseTalk Radio , Megan and I talk to co-founders Matt Sharp and John Rougeux at Causely , a service that helps businesses use cause marketing to grow and build community.

A potpourri of updates

The Agitator

Also, raising the $2 limit as long as you optimize toward conversions, while requiring the ad account to optimize toward a high CTR standard, makes no sense. To meet 5% CTR, most nonprofits have slashed their keywords, spend, and reach to hit this arbitrary threshold. Acquisio looked at the average click-through rates for various industries: As you can see, industries like Legal, Education + Employment, and Financial are well below the 5% CTR that Google is asking of nonprofits.

CTR 43

Using Email Metrics to Determine Success

Non Profit Marketing 360

There are three email metrics that help us derive value: Open rate , which is the estimated amount of views on an email, click-through-rate (CTR) , which measures clicks of various links inside the email, and unsubscribes and subscribes. The next metric we’ll look at is click-through rate, or CTR , clicks from the email to some other destination based on the web such as printable versions of a coupon or other pages on your Website.

11 Digital Marketing KPIs That Every Nonprofit Should Be Tracking


Email CTR is a good indicator of the quality of your email content, and, again, of your email subscriber list. 11 Digital Marketing KPIs That Every Nonprofit Should Be Tracking. by Zoe Allen.

SEO 52

Lesson In Higher Ed Marketing

The Agitator

lift in opens, a 102% lift in CTR, and a 558% lift in the application rate (i.e. This post isn’t about fundraising directly, but it does shed some light on marketing higher ed institutions via email. And The Agitator has a lot of higher ed (and other) readers trying to reach a younger demographic.

CTR 55

Paying to Acquire Advocates

The Agitator

Google Grants have been severely curtailed (I don’t know about you, but to get to 5% CTR on my accounts, I had to switch from scalpel to cleaver).

CTR 76

The Joys of Google Grants, Part 2

Fundraising 123

and had a CTR was 2.17% and a conversion rate of 4.40%. In part one of this series, I discussed the first steps the National Women's Law Center took when we initially received our Google Grant, and some of the challenges we faced getting started.

Google 130

The Terrifying Freedom of a Blank Sheet of Paper

The Agitator

In the day-to-day, we can get wrapped up in CTA, CTR, and CPM until we can’t C straight. It’s a yearly exercise – take what you did for your direct marketing program last year, replace some controls with the tests that beat them, and set up your tests and tweaks for the next year. Lather, rinse, repeat. This system has advantages. You know what each communication is capable of, and what it isn’t. The communications in most need of fixing get the most attention.

Paper 43

Advocacy Fundraising #3: Finding and Converting Advocates

The Agitator

While it’s harder to stay compliant with Google, advocacy pages will often have high click-through rates and can help you stay above 5% CTR with your ads. You’ve defined your Advocate Identity. And you know the slacktivism traps.

CTR 65