Do email open rates matter?

iMarketSmart

Look, many browsers automatically open emails these days. Instead of asking about open rates, you should be asking more important questions such as: Do our donors engage with our emails? Don’t let anyone tell you email open rates matter. Related Posts: >>3 big reasons why email open rates don’t matter (and what you should measure instead). >>2 2 big reasons why email open rates don’t matter. Not really. Not much.

Improving Your Open Rate: The From Line

Kivi's Nonprofit Communications Blog

Half of the battle with successful email marketing is getting your emails opened, period. The decision to open an email is made in a split second (actually less than that). First of all, remember that the From Line is actually two things: the name that appears in people’s inboxes and the email address it is sent from (which is often hidden in the inbox unless people open the email). Consistency makes your email more recognizable, and therefore more likely to be opened.

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5 Ways to Increase Your Email Open Rates

Kivi's Nonprofit Communications Blog

Last week, we talked about the importance of your From Line in getting your emails opened. Let’s look at five other important factors in your increasing your open rates. Coupled with the From Line, your Subject Line is the other bit of text that readers use to decide if they will open your email or not. The easiest way to increase your open rate isn’t to change anything about your content.

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

EveryAction

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.

How Long Will That 64% Open Rate Last?

Kivi's Nonprofit Communications Blog

Back then, newsletter sends to our Hot segment, which was about 25% of our email list, had an average open rate of 64% ! Would these great open rates hold over time? About half of our mailing list at any given time is highly engaged, with open rates of 64% for the Hot group and 31% for the Warm group. We can count on people in those groups to consistently open our emails.

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

iMarketSmart

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. This drives me crazy.

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

iMarketSmart

As she presented her Powerpoint slides, she kept emphasizing how wonderful the open rates were. 17% open rate. 28% open rate. 34% open rate. Then I asked, “Why are you measuring open rates? Why do you keep talking about open rates?” Some people call email open rates empty metrics. Email open rates are faulty and useless! First, a short story.

Improve Your Nonprofit Email Open Rate by 2%: Go Mobile

Getting Attention

All that work, just to increase our open- and click through-rates, one percentage point at a time. 13 of the 14 messages with the mobile template performed better, by an average of 2% increase in open rate, e.g. if the regular template achieved a 20% open rate, the mobile version was 22%. So, are you ready to start improving your open rates by 2%?

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. That’s because they may be opening your email, but if they have image blocking turned on, they are not counted as opening it. 3) Remember, any click counts as an open too.

How to Raise Your E-Newsletter Open Rate [Results from Our Experiment]

Kivi's Nonprofit Communications Blog

Trying to improve the open rates for your email newsletters? Way back in 2014, we saw our weekly email newsletter open rates drop from 18-20% to more like 16-18%. As we moved into 2015, the open rates continued to drop, until they reached a low of just 11% in early September 2015. The typical open rates for that kind of newsletter are in the 20-25% range. The open rate slipped to about 15%. What about click-through rates?

Proof Point #2: Email Subject Line Length Matters, SOMETIMES

Getting Attention

Email subject line length DOES MATTER, as proven by Mail Chimp’s research on open rates for 200 million emails. In fact, Marketing Sherpa just released research on open rates for 9,300,000 emails , concluding that: There’s no relationship between the number of characters in a subject line and whether or not the email is opened. Read rate is the percentage of email recipients who mark your email as ‘Read’ in their email client [i.e.

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Content Offers Donors Love – Episode 6

iMarketSmart

Podcast charity blog content offer definition content offer examples content offer hubspot content offer ideas content offer metrics cultivation for major gifts determine the best content offer format Fundraising fundraising tips major gift fundraising open rate smart goalsLearn why content offers work, what things to keep in mind as you create content, and some content ideas that donors will love! Learn more about MarketSmart at [link].

5 Quick Ways to Improve Your Nonprofit Email Newsletter

J Campbell Social Marketing

PRO TIP: Stop thinking about Open Rate! You may have an open rate of 100%, but if no one is clicking on your links or answering your call to action, then what good is that email? If people expect it and look forward to it, changing it up may hurt your open rates. Email Marketing Nonprofits call to action Email marketing email newsletters mobile friendly open rate

6 Nonprofit Email Marketing Resolutions for 2020

J Campbell Social Marketing

This is despite the fact that most of us dread opening our inboxes in the morning and feel like we are drowning in email ! . Some of the key metrics found in their analysis of nonprofit emails: The average open rate is 20.39%. The average click-to-open rate is 12.99%. The average bounce rate is 1.09%. And the more interested and engaged they are right away, the more likely they are to open future emails from you!

Nonprofit Email Newsletter Best Practices and Tips

Kivi's Nonprofit Communications Blog

But you also need to stop emailing people who never open your content. How to Raise Your E-Newsletter Open Rate [Results from Our Experiment] When to Stop Snail Mailing and Emailing People, Part I What content should I put in my nonprofit email newsletter? Here are a couple of makeovers for you: Nonprofit E-Newsletter Before and After: Cornerstone Prep Click Me: An E-Newsletter Makeover with Mission India How do we get people to open the email newsletter?

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. And then we tell you what each of these rates actually means, and what they can tell you about how your emails are performing. You don’t have to have a math degree in order to make sense of your email metrics.

What Email Spam Rates Mean for Your #GivingTuesday Fundraising Campaign

EveryAction

Between 2016 and 2017, spam rates rose for nonprofits across the board, averaging at 24.16% for the year. Here is how spam rates affected nonprofit fundraising last Giving Tuesday, and what you can do to ensure a successful 2018 campaign. emails, and the average spam rate for nonprofit fundraising appeals remained high, at 20.34%. However, this was an encouraging decrease from a whopping spam rate of 36.68% in 2016.

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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. Open rate is often the most confusing metric you’ll come across. This rate can be somewhere between 10-50%, which is startling at first because we expect that the majority of our emails are actually opened.

There’s No Such Thing as “Email Readership”

iMarketSmart

The “ marketing ” vendor said they garner these email stats for their clients: Average email open rate = 21%. Average readership rate = 14%. Average opt-out rate = 2%. When I received this I said, first of all… an opt-out rate of 2% is very high. Secondly, I wondered why they even mentioned their open rates because they really don’t matter much. But what about this bogus phrase?: “readership rate” .

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How to Get Your Email Marketing in Shape for Year-End Campaigns

Kivi's Nonprofit Communications Blog

Well first things first – before they can decide whether they want to open your email, it has to be delivered to their inbox. Most services define “engaged” as opened or clicked within the last 6 months.

How to Choose Between Two Words

Kivi's Nonprofit Communications Blog

For example, earlier this month, I wrote a blog post called Improving Your Open Rate: The From Line. Should it be this word or that word ? Nonprofit communicators debate these kinds of things all the time. As I was writing, I realized that I was using “from field” in many places, but “from line” in a few. Which one belonged in the post title? I wasn’t sure. So I made the decision to go with “line” based on a Google Trends search.

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Mixed Links for Nonprofit Communicators – July 17, 2020

Kivi's Nonprofit Communications Blog

A Day in the Life of a Quarantined Nonprofit Communicator – Punita Khanna How Long Will That 64% Open Rate Last? Santa Fe, NM Photo Credit: Deena Davis. Another Friday and another round up of the most helpful articles, posts, tips, and more from around the world of nonprofit marketing and fundraising. This week we have how to get away from exploitative storytelling, tips for starting a podcast, and a book review of John Haydon’s last book.

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4 Tips for Subject Lines That Work

Fundraising 123

Personalize your subject line with the recipient''s city or state, which typically generate higher open rates than first or last names. Some studies have found that the 28- to 39-character range is the sweet spot for maximum open rates. Revamping your subject lines with these simple tips can make a big difference in your email open rates. Subject lines are more important than you might think.

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The Secret Metric Killing Nonprofit Fundraising (And What To Do About It)

EveryAction

When sending a fundraising email, nonprofit Digital staff are keenly aware of the metrics that they need to achieve; a high open rate means the most people are actually seeing the content of the email, and a high click rate indicates that the email's messaging was persuasive enough to move people to donate. That's where your email deliverability rate comes in. For nonprofits of this size, a change in deliverability rate by just 1% makes a difference of over $1,200.

Good News For A Friday

The Agitator

Just saw a brief analysis from Constant Contact of what gets emails opened. And it turns out that, as an industry, the nonprofit sector generates the highest open rates, with an average of 29%. Within the nonprofit sector, this study unfortunately only breaks out religious organisations which lead the way with 38% average open rates, and then medical services/associations at 32%.

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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. And then we tell you what each of these rates actually means, and what they can tell you about how your emails are performing. Happy Holidays!

Why Deleting People from Your Email List is a Good Thing

Kivi's Nonprofit Communications Blog

Since the financial cost of sending is so low, why not leave everyone on the list, even if they haven’t opened an email in a year? Your open rate is probably not as bad as you think it is. Having huge numbers of unengaged people on your list distorts what your open rate really is. Let’s say you have 10,000 people on your mailing list and your current open rate is 12%. In other words, on average 1,200 people are opening your emails.

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

Fundraising 123

Let''s start with opens. Your open rate tells you how many people saw your email in their inbox, clicked to open, and viewed your message. The ideal open rate will differ, based on the size of your audience or how frequently you''re mailing your contact list. At Constant Contact , we usually say that the average email open rate is about 20%. But don''t just focus on opens. Make sure to scrutinize your bounce rate as well.

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Top 3 ways to determine whether or not a so-called expert is worth listening to

iMarketSmart

Here’s the result: I remember hearing a speaker at a roundtable talk about how she got the open rates for her mass emails (spam) to increase. After the ‘oohs and ahs’ at the table subsided, I asked her why she cared about open rates so much. not how many supposedly opened an email. And besides, many browsers and smartphones automatically open emails anyway. So why even consider open rates at all?

All the Cool Kids Will Be Holding EOY Campaign Debriefs. Will You?

Kivi's Nonprofit Communications Blog

Average open rate. Average click rate. Average donation rate. Average unsubscribe rate. Donation page completion rate. Email performance per message (number sent, open rate, click rate, action rate, unsure rate, total raised, average donation, number of donations). I find that small nonprofits typically have better email open rates (a smaller, more organic list with less dead weight in it) but lower response rates.

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

Kivi's Nonprofit Communications Blog

In March, we had 18,859 subscribers on our email list, had been sending the same weekly email to everyone, and our open rate had dropped to 12%. In an attempt to do some sort of segmentation and re-engagement, we sent a very slimmed down “Here’s what’s happening in April” email to subscribers who had not opened any of our last 5 emails. The open rate for that email was 8.1%, which I considered a win since they hadn’t opened any of our last 5 emails.

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

Kivi's Nonprofit Communications Blog

Do you have questions about: Open rates? You have questions about how to use email to engage your supporters. Kivi has answers. During our FREE WEBINAR next week, Kivi will answer: 30 Email Marketing Questions in 30 Minutes. Wednesday, April 5, 2017. 1:00 p.m. ET (10:00 a.m. Pacific). Recording available if you can’t attend live, but you must register before the webinar begins. SUBMIT YOUR QUESTION NOW. Strategies? Design? Goals?

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What We Learned About Digital Engagement from the 2019 M+R Benchmarks Report

EveryAction

Open rates, fundraising click-through rates and page completion rates for both fundraising and advocacy all went down. Email fundraising response rates are down 13%. Email advocacy response rates are down 15%. The donor category with the highest retention rates from last year were mid-level donors who gave between $250-499, so it is particularly important for nonprofits to develop strong, multi-channel strategies for retaining this group of supporters.

8 Great Ways to End Emails or Letters

iMarketSmart

>> 2 big reasons why email open rates are meaningless and 3 things you should track instead. >> Cultivation starts and ends with great communication. Goodbyes are just as important as hellos. So here are some great ways to end emails you send to donors: 1. First name], I’m really counting on you! First name], when you look back on this moment, you’ll be so glad you [mission-oriented copy here].

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3 Easy Ways to Make a Video That Will Inspire Legacy or Major Gifts

iMarketSmart

higher open rate and a 96.4% higher click-through rate than those without. When “video” was used in the subject line of an e-mail, open rates increase by 7%. There are sites such as Elance and Guru that you can use to hire freelancers at very reasonable rates. Video is powerful. 45.4% of the American population watches at least one online video a month. Consumers watched over 48 billion online videos in July 2013 alone, 7.4

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Our EveryAction Hero: Feeding Wisconsin

EveryAction

As far as we've been tracking since we transitioned to EveryAction, our open rate is much higher than it was before. On our old database our open rate was around 18% but on EveryAction we are averaging off all the emails we sent at a 32% open rate. Map the Meal Gap” is a great, interactive feature on your site that illustrates food insecurity rates by Congressional district. Our EveryAction Hero this month is Feeding Wisconsin.

It’s a Mobile, Mobile, Mobile, Mobile World

Non Profit Marketing 360

And 13 times, the mobile template had a higher open rate – by an average 2 percent. Mobile phone evolution (Photo credit: Wikipedia). Nielsen reported in May that just over half of all mobile subscribers in the U.S. own phones that connect to the Internet. Another study reports that 90 Million Americans read email on their phones. That calls for new thinking – maybe even a new website. But first things first.

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An A+ For Greenpeace

The Agitator

How could you NOT open an email like that? I’ll wager a very high open rate for these emails. I received an irresistible email from Greenpeace today. Its subject line was: Is this you Tom? What did they catch me doing?! The personalized email develops into a pitch for volunteers to undertaken some undisclosed mission for Greenpeace: “As I write this email, six brave and. Communications Online fundraising and marketing premium

Thank You MailChimp

The Agitator

As this study from email firm MailChimp indicates, a single word in the subject line can make a big difference in open rates. ‘Free’ isn’t guaranteed to work, but interestingly, ‘Freebie’ strongly lifts open rates (Go figure!). To reach its conclusions, in Choose Your Words Wisely MailChimp studied about 24 billion delivered emails, looking at subject lines composed in the aggregate of approximately 22,000 distinct words.

Still Time for this Year-End Tweak

Getting Attention

Your subject lines are vital—If your people don’t open your email, you won’t motivate interest OR donations. In fact, the likelihood of meeting your year-end fundraising goals is linked directly to improving your open rates. There’s a reason for that… they’re easy to test and provide vital insights into which messages and formats motivate people to open your emails. Assess the open rates for subject line A versus subject line B.

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Mixed Links for Nonprofit Communicators

Kivi's Nonprofit Communications Blog

People not opening your emails like you want? Here are 5 Simple Strategies to Improve Your Email Open Rates. Forget the small talk, just give me some Mixed Links… Rose Gear has 8 Strategy Basics for Nonprofit Organizations via npEngage. Facebook changed its algorithm (again). See what John Haydon has to say about it in Facebook Newsfeed Algorithm Prioritizes Posts From People Over Posts from Pages.

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Mixed Links for Nonprofit Communicators

Kivi's Nonprofit Communications Blog

You are probably tracking your email open rates and hopefully, click-through rates, but here are Five Little-Known Email Metrics to Boost Engagement and Fundraising. Greetings from DC! I’d love for you to take a moment to share some Mixed Links with me… Interested in Snapchat? Take a look at these Five Nonprofits Who Are Ruling Snapchat. Here are 50 Social Media Marketing Influencers to Follow in 2017.

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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). While half of traffic to nonprofit websites came from mobile and tablet users which is up from 2016, desktop users were more likely to complete a gift (20% conversion rates compared to just 8% for mobile) and they generated 68% of the donations and 76% of the revenue. Click-through rates. Click-to-open rates.