Spam Filters Causing Nonprofits to Lose Online Revenue
For example, a nonprofit with a list of 100,000 email addresses, and standard performance across all other email metrics, lost more than $1,000 for every percentage point of email that went to spam in 2018, a total of $20,833.88 of revenue lost to spam filters, according to the 2019 Email Deliverability Benchmarks Study produced by Everyaction, which develops fundraising, engagement, and advocacy tools for nonprofits.
Of the $410 billion donated last year to nonprofit in the United States, 8.5% was classified as online revenue," and 13% of that amount originated from email appealsfor a total of $460 million raised by email over the course of the year.
But, nationally, nonprofits lost out on $92.8 million in 2018due to spam filters and low deliverability rates, Everyaction concluded, based on its analysis of 55 organizations.
In 2018, the average email spam rate across the nonprofit sector was 20.18%, down from its peak last year at 24.16%, but still high above pre-2016 levels (the average spam rate was at 7.03% in 2015).
"While most conversations about email marketing metrics revolve around list sizes, open rates, and clicks, its clear that ignoring the impact of deliverability is a costly oversight," Everyaction wrote in its report.
As spam filters become more and more adept at sifting through gray mailemail that falls in somewhere between the categories of wanted and spamit is increasingly important for nonprofits to follow best practices for managing and maintaining their email lists, Everyaction said. Those practices include the following: