When nonprofits examine the impact of their online activity, they often look at email statistics like message open and click through rates. They can be valuable pieces of information when used correctly, but it is also easy to place too much emphasis on the information when scrutinizing your organization’s overall online effectiveness.
According to a recent post from npEngage, reports like online benchmark marketing studies are a great tool if they are used to look at the effectiveness of your online marketing strategy. However, they should not be used as an over-arching tell all indicator of constituent engagement.
Many trends indicate how well your online engagement is working, but you should avoid placing too much emphasis on any single one. Check out npEngage’s post to learn more about how to evaluate your organization’s online marketing strategy and constituent engagement.