Email metrics during the crisis

Are donors getting sick of our emails?

Not according to this bunch of data reported at the THD Blog at What We Learned About Email Marketing During the Pandemic.

The findings, looking at March 2020, showed:

  • Highest open rates in 2+ years.
  • Lowest unsubscribe rates in 2+ years.
  • Response rates way up.

(See the post for more details.)

If you’ve been afraid of some kind of donor rebellions about your emails, stop being afraid!

We are in an unusual time. Donors are more responsive than usual.

Part of the reason is no doubt because so many fundraising are sitting this out, leaving donors fewer choices. But the other part is the nature of the crisis — everyone is in it together.

It’s likely this phase will end. Fundraising will become more difficult. Open rates and response rates will drop, while unsubscribes go back up.

Let your donors decide whether they will give! A lot of them are choosing to give.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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