Browse The Report
- Nonprofit Email Deliverability & Engagement Benchmarks
- Nonprofit List Sizes
- Ask The Expert: Is List Segmentation Really That Important?
- Nonprofit Email Bounce Rates
- Nonprofit Email Open Rates
- Nonprofit Email Unsubscribe Rates
- Nonprofit Email Click-Through Rates
- Nonprofit Email Fundraising Performance
- Nonprofit Email Performance by Date & Time
- Email Sender Superlatives
- A Data-Driven Approach to Subject Lines & Preview Text
- Convey Positive Emotions in Subject Lines
- Ask the Expert: How Did You Use AI for Subject Line Sentiment Analysis?
- Words to Include (or Avoid) in Your Subject Lines
- Experiment with Emojis in Subject Lines
- Write Compelling Preview Text
- Words to Include (or Avoid) in Your Preview Text
- Put It All Together — Performance Benchmarks & Word Usage
- Creating Effective Emails
- Ask the Expert: What Should I Keep In Mind When Creating Compelling Emails?
- Tip #1 — Include Imagery in Your Emails
- Tip #2 — Pay Attention to Salutations
- Ask The Expert: Do Salutations Really Make a Difference?
- Tip #3 — Use the Word "You"
- Tip #4 — Make Your Message Scannable
- Ask The Expert: How Do I Create a Great Call to Action?
- Tip #5 — Include Great Calls to Action
- Put It All Together - Build Clear, Compelling Emails
- Lessons from the Most Engaging Email of 2022
- Data-Backed Insights for GivingTuesday and Year-End
- Methodology & Appendix
- About Neon One
Nonprofit Email Open Rates
Your open rate is one of the most important metrics to track: It’s a great indicator of high-level engagement. Nearly every platform you can use to create and send email campaigns will include your open rates in any performance reports. It’s calculated by dividing the total number of delivered emails (so it doesn’t include bounces) by the number of messages that are actually opened.
Why Is This Important?
Your open rates give you a good high-level understanding about how engaged your audiences are with your content. High open rates mean your contacts find your emails interesting and valuable. Low open rates can be a good indicator that something is awry with your email campaigns. If you discover that you have relatively low open rates, you can start investigating other metrics to identify opportunities to improve your performance.
Nonprofit Email Open Rate Benchmarks
is the average nonprofit’s open rate
The average small nonprofit’s open rate is 45.70%
The average large nonprofit’s open rate is 27.64%
What This Means For You
If your open rates are in line with these benchmarks, your readers perceive your emails as valuable, interesting, or compelling. If your rates are lower than these benchmarks, it’s time to start doing some research. Luckily, you can use your open rate alongside other performance markers to get a deeper understanding of what you can do to improve. Start by looking at other benchmarks, like unsubscribes and click-through rates. If you don’t notice anything off there, you can try tweaking your subject lines and copy to see if your open rates improve.