According to the Email Deliverability Benchmarks Study by EveryAction, non-profits face a formidable challenge. With an industry average spam rate of 20.18%, it’s estimated that charitable organizations missed out on a staggering $92.8 million due to spam filters and low deliverability rates.
Despite these hurdles, email marketing remains a cornerstone for non-profit communication, prized for its cost-effectiveness and ability to deliver personalized content. However, to fully leverage its potential, non-profits must navigate obstacles such as spam filters, low open rates, and the imperative for mobile optimization. In this article, we’ll explore six key statistics and strategies aimed at helping non-profits effectively reach donors’ inboxes and enhance engagement.
1) Combatting Spam Filters:
To ensure your messages reach their intended recipients, it’s important to implement tactics such as requesting email recipients to add your address to their contact list, obtaining explicit opt-ins, and providing clear unsubscribe options. You can also take advantage of our email testing tools to help assess your email’s spam risk, allowing you to make necessary adjustments.
2) Improving Open Rates:
While the average open rate for non-profit emails stands at 25.96%, significant room for improvement remains, with three-quarters of recipients not engaging with email content. Enhance open rates by crafting engaging subject lines, utilizing recognizable sender names, scheduling emails for optimal delivery times (e.g., Tuesdays at 10:00 am), and maintaining consistent communication frequencies.
3) Leveraging Social Media Integration:
Despite modest click-through rates, integrating social sharing buttons in emails can boost engagement by up to 158% in comparison to emails without. Seamlessly connect your email and social media efforts by incorporating sharing options for platforms like Facebook, Twitter, and LinkedIn, amplifying your organization’s reach and fostering community engagement.
4) Personalization Drives Engagement:
Personalized emails see a 14% increase in click-through rates and a 10% rise in conversion rates. Tailor content to individual recipients by incorporating personalized greetings, segmenting audiences based on interests, and crafting relevant calls to action. Utilize email marketing software to automate personalization efforts and streamline communication workflows.
5) Optimizing for Mobile Devices:
With 53% of emails opened on mobile devices, it’s imperative to optimize email content for mobile viewing. Implement responsive design elements, resize images for mobile screens, and ensure clickable elements are touch-friendly to deliver a seamless user experience across devices. Failure to optimize for mobile may result in diminished engagement and missed opportunities for donor interaction.
6) Finding the Right Email Frequency:
Finding the balance between communication frequency and donor engagement is crucial. According to industry best practices, sending four emails per month, as opposed to one, has been shown to increase email open rates. However, it’s essential to monitor recipient feedback and adjust communication frequency accordingly to avoid overwhelming subscribers. Experiment with different frequencies and analyze recipient responses to optimize email outreach strategies effectively.
Non-profits must continually adapt and refine their email marketing strategies to effectively engage donors and achieve their mission-driven goals. By implementing the tactics outlined in this article—such as optimizing for mobile devices, personalizing content, and finding the right email frequency—organizations can enhance their reach and impact. Remember, successful email marketing isn’t just about soliciting donations; it’s about fostering meaningful connections, driving action, and sustaining long-term engagement with your audience.
At SMTP2GO, we’re proud to support non-profit organizations and offer a 30% discount, which applies to both the subscription (monthly or annual) and any email overage costs. To be eligible for this discount, please submit a ticket with official documentation showing your non-profit status through your SMTP2GO dashboard, accessible from the Support > Support Desk top navigation menu. Together, let’s harness the power of email to make a lasting difference in your community.