Email Deliverability: Why It Matters
Nonprofit marketing departments spend lots of time and effort building thoughtful and attractive email campaigns. Crafting personalized messaging to supporters, selecting the most eye-catching photos, and determining the best time and frequency are all important factors in a successful email campaign. However, if the email never arrives in the intended inbox, all of your marketing team’s valuable time and efforts are wasted. To ensure your emails are being read by your supporters, it requires good email deliverability.
What is Email Deliverability?
Email deliverability is when an email successfully arrives in the recipient’s inbox. Not to be confused with email delivery – when an email is successfully delivered to the receiving server. An important distinction because your organization can have good email delivery but poor deliverability rates. When an email is successfully delivered, it means that it made it to its intended recipient’s mailbox without an issue. When your email message has been routed to the junk, bulk folder or blocked by an ISP, this is defined as a failure of email deliverability. Reports show that 21% of opt-in nonprofit emails never make it to an inbox. Nearly one-quarter of all of these emails do not reach the intended audience.
Why is Email Deliverability Important?
Email Deliverability (or inbox placement) is a key metric to track as your building your nonprofit email marketing strategy. Unfortunately, most nonprofits don’t think about deliverability until they have a major issue—like when thousands, or in some cases millions, of emails fail to arrive. It can mean the loss of serious fundraising revenue for an organization. Recent studies have shown that the difference between a perfect deliverability rate and an average deliverability rate could cost an organization over $20,000 per campaign. When an organization’s messages aren’t received, you not only lose revenue, but you also lose your supporters’ trust.
Best Practices for Email Deliverability
Pay Attention to Preferences and Permission
Sending emails to people who do not wish to receive emails can result in low open rates, high unsubscribe rates, and high spam complaints. All of which negatively impact your organization’s reputation and ultimately your future deliverability. Be sure your supporters can easily update their preferences on what they’d like to receive and the frequency they’d like to hear from your organization.
Clean Your List Regularly
Email lists with out-of-date information are a leading cause of poor email deliverability and can severely damage your sender reputation. For that reason, it is vital to remove hard bounces, invalid and inactive email addresses from your lists in a timely manner.
Automated Welcome Messages
Welcome messages are the foundation of a strong nonprofit email marketing strategy. They help your organization start the relationship with your supporters on the right foot. Supporters should receive welcome messages immediately when they sign up to engage with you.
Send Engaging, Personalized Content
Engagement is key to having good deliverability rates. There’s a great deal of competition for the attention of your supporters. In 2018, the RadiCati Group estimated 111.1 billion consumer emails are sent and received per day. Of which, 14.5 billion spam messages are sent globally. Nonprofit marketing departments must earn the place in our supporters’ inbox. For this reason, it is increasingly important to send relevant, customized content to drive supporter engagement.