Almost a quarter of fund-raising emails landed in spam folders last year, lowering the average take by $29,613.59, according to the 2018 Nonprofit Email Deliverability Study, a report by EveryAction.
Each spam percentage point resulted in a loss of $1,225.73 per 100,000 email addresses, the study says.
EveryAction studied deliverability data for 55 national nonprofit organizations and matched them against industry benchmarks.
It found that the 24.16% spam rate was nearly 6% higher than that of 2016, and 17% more than the 2015 percentage.
However, spam placement fell on major fund-raising days, hitting a below-average rate of 20.34% on Giving Tuesday and 21.36% on EOY. The highest spam rate (32.64%) occurred in April, and the lowest (16.35%) occurred in October.
Nonprofits sent an average of 21 fund-raising emails per month, one more than in 2016 but three less than 2015.
The major causes of being flagged as spam were:
To illustrate the point, EveryAction offered these metrics for a perfect deliverability spam rate:
In contrast, a 1% spam rate would reduce all the metrics as follows:
An average deliverability rate would produce the following results:
EveryAction concludes that, “despite expanding email programs and list sizes, diminished engagement and soaring spam rate are significantly weighing down nonprofit fundraising potential.”