01/09/2020

Daily Buzz: A Leap in Nonprofit Email Open Rates

Discover the latest marketing trends

In a year when worldwide email open rates decreased, nonprofits bucked the trend.

According to Forbes, a report by the email marketing software provider Campaign Monitor revealed that nonprofit email open rates rose by almost 5 percent in 2019, jumping to 25.2 percent. Nonprofits were behind only government organizations in email open rates last year.

“For nonprofits, the latest findings reinforce an industry-wide trend toward email marketing,” Chris Strub wrote in Forbes.

When should nonprofits send an email? The answer has changed in the past year. “Campaign Monitor found that, for nonprofits, Wednesday (26.20 percent) was the highest-performing day; in the 2018 report, Sunday (22.9 percent) had been the No. 1 day for nonprofit emails,” he wrote.

Though nonprofits saw a bump in email open rates, the industry’s average click-through rate dropped slightly from 2.66 percent in 2018 to 2.60 percent in 2019. Even with the drop, nonprofits still matched the global average for 2019.

Please select this link to read the original article from Associations Now.