Like I say in the video, email remains a very powerful and effective communication tool for nonprofit organizations. The rise of social and mobile have yet to dethrone the king of digital communication. Despite how long email has been around there are still plenty of opportunities for nonprofits to improve how they use it.
Successful use of email for communication is both an art and a science. Let’s focus on the science behind how email metrics work and how you can use them to measure your results. How you measure what happens after you push the “send” button can be key to improving your performance.
Measuring certain key email metrics can provide valuable insights into what is working and what isn’t. There is a clear hierarchy of email metrics that is important to understand:
- Deliverability Rate
- Open Rate
- Click-Through Rate
- Conversion Rate
These metrics represent the cornerstone of an effective email measurement program for your organization.
In my chapter of npEXPERTS: Online Marketing Insights for Nonprofits I drill into each of these and how they tie together.4