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Do email open rates matter?

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.

Nope. Not really. Not much.

Instead of asking about open rates, you should be asking more important questions such as:

  • Do our donors engage with our emails?
  • Do they click on them?
  • Do they go to the web page?
  • How long do they linger there? Or do they bounce right away?
  • Do they fill out a form while there, or donate, or sign up, or involve themselves in something?
  • Have they been enabled so they can effect change and find meaning in their lives?
  • And most importantly, have they been made to feel good?

Don’t let anyone tell you email open rates matter. They don’t; at least not very much.

 

Related Posts:

>>3 big reasons why email open rates don’t matter (and what you should measure instead)
>>2 big reasons why email open rates don’t matter

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