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


She was showing off her firm’s marketing emails. As she presented her Powerpoint slides, she kept emphasizing how wonderful the open rates were. 17% open rate. 28% open rate. 34% open rate. Why do you keep talking about open rates?”

18 Email Subject Line Strategies That Will Increase Your Open Rates

Wild Woman Fundraising

Do you wish you knew better ways to get people to open your enewsletter? Use these words (sparingly) and watch your open rates climb! Maybe your open house is free. Entries open today! You might have multiple links in your email for different things.

2 big reasons why email open rates are meaningless and 3 things you should track instead


I keep hearing so-called planned giving experts congratulate themselves for getting phenomenal open rates from their e-blasts even though email open rates don’t matter whatsoever. Here are 2 huge reasons why email open rates are meaningless. The technology used to track an “open” uses an HTML IMG tag embedded in the outgoing emails. Many browsers these days open messages automatically.

7 Ways to Increase the Open Rate of Your Nonprofit Email Newsletter


marketing open rates newsletter Distributing a regular newsletter requires a lot: curation, content creation, and then there’s capturing the attention of your audience despite inbox overcrowding.

Yes, Your Open Rates Are Wrong. But You Can Still Use Them.

Kivi's Nonprofit Communications Blog

I’ve received several emails in response to Tuesday’s post about other ways to measure email engagement asking about the accuracy of open rates. The main concern is that if the open rate data is bad, any additional analysis like I suggested is also bad.

5 Quick Ways to Improve Your Nonprofit Email Newsletter

J Campbell Social Marketing

I receive a lot of email newsletters – from nonprofit organizations, from businesses and from consultants. In recent months, I dramatically pruned by email subscriptions. This is a lot different than the once-per-day flash sale emails from Banana Republic.

Email Metrics – Explained!

Kivi's Nonprofit Communications Blog

You don’t have to have a math degree in order to make sense of your email metrics. Find out which metrics you need to be tracking and how to do it in this free download: Email Metrics Explained. This 28-page download will show you how to measure: Open rates.

Free Webinar: How to get people to open your e-newsletters June 10th

Wild Woman Fundraising

Do you wish more people would open your nonprofit enewsletters? How can you get your open rates up? Join us for a free webinar on how to get people to open your e-newsletters on June 10th , 12pm PT, 1pm MT, 2pm CT and 3pm ET!

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8 Great Ways to End Emails or Letters


So here are some great ways to end emails you send to donors: 1. What are your favorite ways to end your emails? > 4 Email Metrics That Matter Most for Major and Legacy Gifts Marketing. >> >> 7 Awesome Emails to Inspire Your Year-End Campaigns.

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How We Cleaned Up Our Email List and Re-Engaged Our Subscribers

Kivi's Nonprofit Communications Blog

Today’s post comes from Aubrey Brennan of Green Bay Botanical Garden who took our suggestions regarding finding engaged email subscribers and deleting everyone else. Thanks to Nonprofit Marketing Guide, we knew it was important to segment our email list to increase engagement.

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The New Email Metric You Might Want to Try

Kivi's Nonprofit Communications Blog

Let’s talk about email engagement. Right now, I bet most of you are looking at your open rates and click-through rates, and maybe your click-to-open ratio. The email service providers spoon feed us those numbers, so they are easy to track.

Are Your Emails Being Delievered? [New Report]

Kivi's Nonprofit Communications Blog

Email deliverability measures how successful an email is at making it into a recipient’s inbox. EveryAction just released their annual Email Deliverability Report which answers the question, “How much is spam costing your nonprofit?” Old email lists.

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Learning About Email at #15NTC

Kivi's Nonprofit Communications Blog

Email is always a hot topic for you, so I decided to focus on that one day and I learned some great stuff! Avoiding the 5 Most Common Mistakes in Responsive Email Design. How do your emails look on different smartphones or tablets? The Science of Email Deliverability.

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Marketing for Nonprofits

I''ve been thinking about email marketing lately. (I Slow news day. :) Raising money via email is still the primary way to raise money online. Acquire email addresses! I''m a big fan of "1 email, 1 ask." Design a good email.

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Why Deleting People from Your Email List is a Good Thing

Kivi's Nonprofit Communications Blog

Kristina and I are on the verge of deleting about 10,000 people from our email list here at Nonprofit Marketing Guide. After all, don’t you want the largest email list possible? Your open rate is probably not as bad as you think it is. That makes your open rate 20%.

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Your Email Marketing and E-News Questions…Answered! [FREE WEBINAR]

Kivi's Nonprofit Communications Blog

You have questions about how to use email to engage your supporters. During our FREE WEBINAR next week, Kivi will answer: 30 Email Marketing Questions in 30 Minutes. Do you have questions about: Open rates?

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Week of Freebies! Day 4: Email Metrics Explained

Kivi's Nonprofit Communications Blog

You don’t have to have a math degree in order to make sense of your email metrics. We show which metrics you need to be tracking and how to do it in today’s freebie: Email Metrics Explained. This 28-page download will show you how to measure: Open rates.

Should You Resend an Email to Non-Openers? 

Kivi's Nonprofit Communications Blog

So you had an email that tanked. Or an email fundraising campaign that’s limping along. Should you resend email to non-openers? Technically speaking, a resend is sending the exact same message to the nonopeners of the original email.

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Get Your Emails Read & Acted On—Gmail +

Getting Attention

In case you haven’t heard, Google is now automatically filtering Gmail users’ email messages to pre-defined content tabs. They’re sending emails from friends and family to the Primary Inbox (where we’re used to looking all the time), and sending most e-newsletters and other emails from organizations (including the Getting Attention blog and e-news) to the new (secondary by default) Promotions tab.

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There’s No Such Thing as “Email Readership”


There’s a very well-known planned giving marketing vendor running around talking about “email readership.” The “ marketing ” vendor said they garner these email stats for their clients: Average email open rate = 21%. Open rate.

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Using Email Metrics to Determine Success

Non Profit Marketing 360

It’s important to know whether your money is being spent effectively and in the right place, and if the content in your emails is working. These two questions can be answered by looking at various metrics inside your email account. We’re going to use Campaign Monitor for screenshots from the system that I provide to my clients as an example of what can be done with email metrics. Open rate is often the most confusing metric you’ll come across.

6 Tips to Ensure your Emails are Read (and Enjoyed)

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Email is one of the most effective ways to communicate with supporters. But if your emails aren’t reaching inboxes, aren’t sparking interest with a thoughtful subject line, or are too generic, there’s a chance your supporters won’t read them at all. Email 101 Best Practices

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8 Commandments for Converting Direct Mail Fundraising Appeals to Email

Kivi's Nonprofit Communications Blog

Looking to repurpose your direct mail appeals into email? Thou Shalt Make Email SHORTER Than Direct Mail. If you do that in email, no one will like you. ” mails at the end of a multi-email campaign (year end, membership month, etc.). Email is task-oriented.

Declining Email Read Rates

The Agitator

Here’s another troublesome trend line to add to falling retention and acquisition rates — falling email read rates. Some data points: Across all sectors, only 17% of email marketing messages were read. of 12% in 2011; that rate plunged by nearly half, to 6.3%

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Email Subject Lines: 6 Cardinal Sins to Avoid

Getting Attention

Email subject lines have one main job—to get your email opened. At 50 characters, most email programs cut off the subject line preview in the inbox. High open rates are great, but high conversion rates (getting people to take action) are better.

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Email Reporting 101: How to Use Your Reports to Improve Your Results

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If you''re using email newsletters and announcements to stay in touch with your supporters, donors, and volunteers, it''s important that you''re keeping an eye on your results. Let''s start with opens. At Constant Contact , we usually say that the average email open rate is about 20%.

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Nonprofit Email Newsletter Design from Walden School [Before and After]

Kivi's Nonprofit Communications Blog

Sarah recently went through our communications director mentoring program and shared the changes her schoolmade to their email newsletter as well asthe feedback she got from the parents at her school. And it’s hard to argue with happy parents and an increased open rate.

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4 Email Metrics That Matter Most for Major and Legacy Gifts Marketing


Here are the 4 email metrics that matter most for major and legacy gift marketing: 1- Click-thru rates (best measured as the total number of email clicks as a percentage of the opens). Digital Marketing Email Marketing Fundraising Strategy

12 of Your Email Deliverability Questions Answered


Yesterday, EveryAction hosted a webinar to discuss insights from our 2016 Email Deliverability Study. Here are some great, thoughtful questions that we received and Brett's email wisdom. " How many people open 1 time, 2x, 3x? How many open once and never again?

4 email metrics that matter most for major and legacy gifts


Here are the 4 email metrics that truly matter most for major and legacy gift marketing: 1- Click-thru rates (best measured as the total number of email clicks as a percentage of the opens). Email Marketing Lead Generation Strategy Uncategorized Fundraising

4 Ideas for Expanding Your Email Horizons

Fundraising 123

Our friends at the Emma Blog , have pulled together a few of their favorite ideas into a field guide to email adventure. Either way, you’ll find all kinds of ways to expand your email horizons. But you’re committing the email equivalent of that faux pas if you’re not greeting new subscribers with a welcome message. An Experian study shows welcome autoresponders boast a 14% click-through rate compared to the 4% industry average. Has your email newsletter kept up?

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How to Test Your Nonprofit Emails

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Sending the most effective emails to your donors do es n''t have to be a gu essing game. Split Testing Your Emails. If you have a file of 40,000 email addresses or more, it’s pretty easy to create two segments of 5,000 email addresses each. You will find that having certain things in your subject line will typically generate a higher open rate. You can also test the layout of the emails that you are sending.

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3 Simple Email Improvements to Make More Money During EOY Fundraising


In fact, according to the annual Benchmarks report from NTEN and M+R , email fundraising revenue alone increased by a whopping 25% last year, outpacing the overall growth of other online revenue sources. What Email Deliverability Is and Isn’t. email fundraising deliverability

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A Simple Strategy for Running an Email Marketing Test

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As a busy organization, it''s rare that you have time to even think about testing your nonprofit email marketing. But what if running an email marketing test didn''t need to take a ton of time? If you test more than one element in the same email, it is challenging (and sometimes impossible) to determine exactly what influenced the response. Here are some easy and telling tests to start with: Subject lines: Create two different subject lines for the same email communication.

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Ensuring Your Emails Get Read

Fundraising 123

OK, you have crafted an inspired email that you think will do a great job informing and motivating your audience. The ultimate goal of your email campaign is for each recipient to open the email, read it and take action (like making an online donation). You are an overloaded person with a flood of unread emails. Email programs display the "From" name differently - some just display the internet style name.

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Do you want to send the best year end emails ever?

Wild Woman Fundraising

Are you writing your year end fundraising emails right now? Are you wondering how to get more out of your year end fundraising emails? Your emails at the end of the year are the most important emails that you send all year. Have I had success with year-end emails before?

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Email Marketing Stats and Trends for Nonprofits

Kivi's Nonprofit Communications Blog

Today, we are going to take a look at email marketing and fundraising using data from these reports: Sage Nonprofit Solutions Email Marketing Report 2012 (Sage). Email Lists. The Convio study has median growth rate for email lists at 17% while M+R has it only slightly lower at 16%. Annual email list churn, the number of email addresses that go bad, was 19%. (M+R). The average unsubscribe rate from a single email was 0.19%. (M+R).

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Stand Out from the Crowd with an Amazing Email Message

Ann Green

Communicating by email is a mixed blessing. It’s fast, easy, relatively inexpensive, and almost everyone has an email address. People get hundreds of emails a day and don’t have much time to weed through them. How can you stand out and make sure people read your email message?

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How Do Your Email Statistics Stack Up?

Fundraising 123

About email list churn Some organizations really freak out over list churn. Yes, email lists are more volatile than traditional lists. And get this: we found a positive correlation between email fundraising response rate and unsubscribe rate. The high unsubscribe rate on your fundraising email may be a sign that people are paying attention. Tags: Fundraising Email 101 Case Studies & White Papers Research

MIND YOUR MICROCONTENT: 8 Little Bits That Can Make a Big Difference In Your Next Email

Kivi's Nonprofit Communications Blog

Small groups of words that can be skimmed by a person to get a clear idea of the content of a web page or email. Email microcontent is the small stuff in your email, the little things like Alt Text and Preheaders that are easy to miss, skip, or gloss over. Your email is dead.