By Karen Matheson & Eve Fox, M+R Strategic Services
Open rates are dropping like flies. When we examined data from 15 national non-profit groups for the eNonprofit Benchmarks Study earlier this year we found a steady, striking decline in email open rates across all the groups over the past two years -- average open rates for the groups fell by 6%.
This decline may sound like terrible news for any organization that communicates with its members, constituents, activists, or donors online but please don't commit hara-kiri yet! Happily, we did not find a corresponding decline in page completion or response rates. At first glance, this discrepancy seems truly puzzling. Shouldn’t fewer people be responding to these emails if fewer people are opening them in the first place? Read More (pdf)
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