How To Increase Nonprofit Email Open Rates 2022

What is "Email Open Rate"?

Email open rate is the percentage of subscribers who open a specific email out of your total number of subscribers. One of the main metrics marketing consultants use to determine the success of an email campaign is the email open rate.

What is the average Email Open Rate for Nonprofits?

According to MailChimp, the average open rate for non-profit organizations is 25.17%. That's just about 1/4 of the subscribers.

The average email open rate for all industries analyzed is 21.33%.

So non-profits have above average open rates.

How to improve email open rates?

Below are several easy to implement ideas to increase open rates right away.

Avoid the spam folder

1. Make sure that your recipients have chosen to opt-in to receive your emails
2. Ask email recipients to add your email address to their address book
3. Include a clear unsubscribe link that is active for 30 days or more
4. Use accurate header information, including subject line and sender information
5. Use Mail Genius free tool before sending your email campaign to see your spam score.

Personalization is key

1. Use the subscriber's name in the greeting like Hello [First Name]!
2. Email content based on your contact’s interests.
3. Create calls to action that are relevant. For example, ask a donor to consider an additional gift or offer a long-time volunteer a new opportunity.

Mobile Friendliness

1. Use a responsive design that changes based on how the reader is accessing the email.
2. Enlarge links and calls to action so they're easier to click.
3. Reduce the size of your images to fit a mobile screen.

Hopefully, these suggestions will help you improve open rates for your nonprofit organization. In addition to email campaigns, nonprofits use voice broadcasting because it allows them to connect with 95%+ of their volunteers and donors by phone. Voice broadcasting is a mass communication technology that plays an audio recording to a list of hundreds or thousands of phone numbers whether a person answers or a machine answers the phone. Contact us to learn more.