If you’re sending fundraising emails, then you’re losing money to spam. The question then, is how much + why?
In a recent study by EveryAction's own email deliverability specialist, we shed some light on some serious issues nonprofits are facing in their email fundraising campaigns:
1 in 8 nonprofit emails never reach an inbox.
For every 1% of spam, nonprofits lose over $1,200 annually.
#GivingTuesday alone sees an average of 11.6% of fundraising messages go to spam.
While perfect deliverability may be unrealistic, it's no longer feasible for nonprofits to operate their email programs without a strategy for ensuring messages are getting to inboxes.
To help make sense of the raw data, here’s a representation of how spam hurts your fundraising bottomline through the story of 2.4 million emails - the amount a typical nonprofit sends in a year with an email list of 100,000 recipients.
(Statistics courtesy of the 2014 Nonprofit Benchmarks Study.)
As you can see, with conversion metrics like open rate held constant, nonprofits whose email programs perform with the average amount of spam are still sending almost 300,000 messages to junk folders every year.
In dollars and cents, this amounts to a loss of about $15,000 in potential funds for their organizations.
Why does this happen? Common reasons include out-of-date email lists, complicated unsubscribe processes, and not segmenting subscribers into appropriate audiences.
But, no matter the reason, nonprofits literally can't afford to continue losing money this way.
For more deliverability statistics + tips for reducing your organization's spam rate, check out the 2015 Nonprofit Email Deliverability Study.