Nonprofit emailers reach the inbox only 76% of the time, according to The Nonprofit’s Guide to Email Marketing, a report released today by Return Path.
In addition, nonprofits are struggling with subscriber engagement, as determined by read rate, complaint rate and “deleted without reading” rates.
For example, the read rate for nonprofit emails is only 17%, compared with a general average of 22%. And spam complaints for nonprofit emails are 0.30%, compared with an overall average of 0.19%.
Return Path recommends whitelisting, which it says can lead to less stringent filtering, zero throttling and more preferential treatment.
According to Return Path, nonprofits generate an average of $36 for every thousand emails sent.