The demise of email marketing has been foretold possibly since email marketing took its first breath in 1978. And while I’m still yet to see it pass, there can be no doubt that it is in a state of decline.
A 2019 report from Campaign Monitor notes average open and click rates industry-wide are in decline:
- 17.92% open rate
- 2.69% click through rate
- 14.10% click-to-open rate
Compare that to 3 years ago in 2016 when we were seeing around about 27% – 30% open rates and 3% click-through rates, you’ll notice that there is a downward trend. This is problematic industry-wide as email plays the biggest part in nurturing your leads into potential supporters, donors, and advocates.
The good news about the report was that Nonprofit sector actually had the highest average open rate (20.39%). The better news is, that with a few simple tricks, you can also improve these metrics and email will still drive the fundraising or advocacy results you want.
But, the MOST important news is that it’s time for a shakeup in how and where you are talking to your supporters – and we are SO excited by it. Read more →