According to a new survey, email marketing is an effective marketing method for charities and nonprofits. The data from Campaign Monitor reveals the average nonprofit opening rate is 20.39%. But by making a few changes to content and format, organisations can give their email open and click-through rates a much-needed boost.
The survey suggests some tips on how to improve email rates:
The research also revealed an average click-through rate of 2.66% in nonprofit emails. By looking at your click-through rate in relation to your open and click-to-open rates, it is possible to highlight the weaker areas of an email marketing campaign. More importantly, it also flags where you can make improvements in future campaigns.
Here are some ways you can improve your click-through-rate.
The click-to-open rate is a key metric used to measure the success (or not) of an email campaign. It gives an idea of the immediate response rate of an email’s content, showing how many people who read the email were inspired to act. The survey revealed an average click-to-open rate of 12.99%.
Here’s how you can improve your charity or nonprofit’s email click-to-open rate.
Other benchmark results charities need to keep an eye on include: unsubscribe rates (averaging 0.17%); email bounce rates (averaging 1.09%); spam rates (averaging zero).
The survey also looked at the best and worst days in terms of engagement rates.
Best days for email marketing:
Worst days for email marketing:
At Stopgap, we help charities and nonprofits find the right talent to take their marketing strategies forward. If you are looking to move into a marketing role within a nonprofit organisation or want to expand your charity’s marketing team, get in touch with Stopgap to see how we can help.
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