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
Put It All Together — Performance Benchmarks & Word Usage
Performance benchmarks, subject line analyses, and preview text data are all helpful when planning your email campaigns and evaluating their effectiveness. When you put them all together, you can use them to identify what you’re doing well, what your audience loves, and where you can improve.
Say, for example, you have a relatively low click-through rate. First, you can look at your open rates: If your open rates are high but your click-through rate is low, you can focus on making sure your calls to action are appropriate for the content, compellingly written, and easy to click on. If you notice your open rates are low, though, you might instead choose to focus your attention on creating more compelling subject lines and preview text. If you still see room for improvement, you could experiment with sending your messages on different days of the week or at different times of day.