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Is Email Causing You to Lose Big Bucks?

Non-profits and other organizations are increasingly going digital to attract donors. Many, though, don’t know just how much money they’re leaving behind thanks to poor delivery rates. The 2017 Nonprofit Email Deliverability Study hopes to clear up a little of the confusion.

Email service providers use hundreds of different (often changing) metrics to determine whether or not an incoming message is spam. If a provider is identifying your non-profit’s emails as such, your recipients are never seeing your message. Even worse, if your address is flagged by an internet service provider as a bad sender (through frequent messages being marked as “spam”), it can take years for you to rebound.

So what are some of the things that contribute to your messages being marked as spam?

Making it difficult to unsubscribe

When users can’t find the unsubscribe button, they’re more likely to just mark you as spam. Avoid this by making unsubscribing easy. It sounds almost counterintuitive, but it’s better for your non-profit in the long run.

Bad Data

Bad deliverability rates could be remedied by cleaning up your data. A recipient hasn’t opened or interacted with your emails in six months? It’s time to remove them from your regular send list. Need help with managing your data? Affinity Connection has a solution for that.

Bad Content

If your audience doesn’t care about your messaging, they’re not going to stick around for long. Into the spam folder you go. Luckily, Affinity Connection has a solution for this issue, too.

So what’s the average result you can expect? The average spam rate is about 18%. But even if you’re below the average spam rate, it’s not a good thing! You’re losing out! According to the same email deliverability study, if an email-generated donation is about $87 on average, and you send a little more than 2 million emails per year, you lose $1,348.85 per year for every 1% of emails sent to spam. 

An even more harrowing fact? Spam rates increase (almost quadruple!) during Giving Tuesday and the holiday season. This is when you’re revving up your touches and working hard to earn that year-end giving.

Don’t let your hard work over the holidays, or any time of the year, go to waste.

Stay out of the spam folder, starting with good data and good content – the two things Affinity Connection just so happens to specialize in.

Let us help you stay away from spam and start earning back all those lost dollars. Give us a call, and let’s set up a time to chat about ways we can increase your responses this holiday season.