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4 Email Metrics That Matter Most for Major and Legacy Gifts Marketing

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Top 4 Email Metrics That MatterDon’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.
Why?
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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4 responses to “4 Email Metrics That Matter Most for Major and Legacy Gifts Marketing”

  1. Do you find that bounce rates matter less than repeat visits (and of course conversions) as people grow more comfortable with search and increasingly land first on an internal page? It certainly dictates content strategy to know that visitors may never see that beautiful home page and may well get their needs met on that one page?

    • Greg Warner says:

      Honestly I’m not sure I understand the question. High bounce rates show that your landing page simply is not engaging your prospects. Conversions show that the landing page is working. Repeat visits are sort of in another category when talking about email marketing campaign metrics and that measurement usually applies to websites (not emails and landing pages). Does one matter more than the other as people grow more comfortable? Comfortable with what?

  2. Do you find that bounce rates matter less than repeat visits (and of course conversions) as people grow more comfortable with search and increasingly land first on an internal page? It certainly dictates content strategy to know that visitors may never see that beautiful home page and may well get their needs met on that one page?

    • Greg Warner says:

      Honestly I’m not sure I understand the question. High bounce rates show that your landing page simply is not engaging your prospects. Conversions show that the landing page is working. Repeat visits are sort of in another category when talking about email marketing campaign metrics and that measurement usually applies to websites (not emails and landing pages). Does one matter more than the other as people grow more comfortable? Comfortable with what?

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