Don’t get tricked into measuring meaningless stats. Here are the 4 email metrics that matter most for major and legacy gift marketing:
1- Click-thru rates (best measured as the total number of email clicks as a percentage of the opens)
2- Bounce rates (measuring the % of folks leaving the website immediately after only visiting one page online)
3- Time-on-site (time the prospect spent viewing the planned giving pages)
4- Solid conversions (forms filled and submitted, sign-ups, inbound phone calls, etc.)
If you’re ignoring these, you’re seriously missing the boat.
Because these four metrics quantify:
1- The level of engagement that was attained from the email blast
2- The stickiness of the website
3- And, the number of leads that were generated from each campaign effort.
Don’t analyze metrics that don’t matter. Open rates and social media shares are “nice-to-haves”. But they simply don’t matter as much as these 4 metrics.
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