5 Email Marketing Metrics Your Nonprofit Must Measure

Image courtesy of Business Marketing Blog. Image courtesy of Business Marketing Blog.

The first email was sent in 1971, and has since spiraled into 182.9 billion being sent every day.

Your nonprofit almost certainly has an email marketing campaign, and has for several years. But, have you ever been able to tell how effective it is? Have you been keeping a keen eye on the telling metrics?

In today’s age of measurable digital marketing, there are a bevy of statistics that helps your nonprofit better understand the effectiveness of its email marketing campaigns. While there is a seemingly infinite number of different statistics you can track and measure, here are 5 that Tech Impact thinks are absolute musts.

  1. Delivery rate

    Believe it or not, not every email you send actually makes it to the inbox of the person you’re sending it to. Some of your emails could make into the spam or bulk folders of your intended recipients, counting those emails in the “bounce back” category.

    Typically, bounce back rates are low, but it is still important to know exactly how many of your emails are being bounced back.

    To find and display your delivery rate as a percentage, subtract the number of emails that were bounced back from the total number of emails you sent, then divide by the total number of emails sent. If you sent 1325 emails, and 50 were bounced back, the formula would look like this: (1325 - 50) / 1325 = 96.2%.

  2. Open rate

    Your open rate is the number of emails opened divided by the total number of emails sent. This is imperative to understanding exactly how many people opened your email and could have POTENTIALLY digested all of the information you wished to convey. It is important to understand that not everyone who opened your email fully read and comprehended all the information it contained.

    Staying with the 1325 emails sent example, and 1000 of them were opened, your open rate would look like this: 1325 / 1000 = 75.4%.

  3. Click through rate

    Your click through rate connotes how many people who opened your emails, and interacted with a link inside of it. As we mentioned earlier, while your open rate does not accurately depict how many people read and digested your emails’ information, your click through rate is a much more telling statistic.

    Your click through rate is found by dividing the number of people who clicked on a link within an email by the total number of emails sent. An example looks like this: 650 / 1325 = 49.1%

  4. Engagement rate

    Engagement rate, or click to open rate, is a great statistic that helps you better understand the effectiveness of the content within your emails. If your engagement rate is below 10%, you might want to think about beefing up your content a little bit. If specific emails are reaching up towards 45 - 50%, take a closer look at that high performing email to get a better understanding of what exactly made it so successful.

  5. Engagement rate is calculated by dividing the number of clicks your content received by the number of opens. In our example, it would look something like this: 650 / 1000 = 65%.

  6. Unsubscribe rate

    It is definitely the least desirable of the email marketing metrics to track, but it is no less important. This lets you know whether or not your nonprofit’s emails are living up to your subscribers’ expectations, and if you’re delivering the value they’re expecting.

    Your unsubscribe rate is calculated by dividing the number of unsubscribe link clicks by the number of emails sent. It would look something like this: 10 / 1325 = 0.7%.

Metrics are important to any digital marketing campaign. Whether it is social media, email marketing, Google AdWords, or any other form you can think of, having a firm understanding of how effective your marketing attempts are is the biggest benefit. If you’re not taking advantage of all the metrics available to you, it’s time to start.

Topics: npTech, email, email marketing, Fundraising, Tech, technology, nonprofit technology, nonprofit

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