The Environmental Working Group faced a big problem last year -- the fundraising emails it sent to Gmail users were going to the spam folder. This was a huge loss, since the majority of people on
their list were Gmail users. To address the issue, the nonprofit cleaned up its list and cut out the names on the list that had not opened an email from the charity
in six months. They had stricter parameters for Gmail users, cutting everyone on the list who hadn’t opened and clicked in six months. The cleanup
reduced the charity's list by a third but helped improve delivery rates.
Read the whole story at Philanthropy.com »