The Nonprofit Email Report: Data-Backed Insights for Better Engagement
Browse The Report
- Introduction
- Nonprofit Email Deliverability & Engagement Benchmarks
- Introduction
- 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
- Introduction
- 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
- Introduction
- 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
Ask The Expert: How Do I Create a Great Call to Action?
If you want your audience to take action and convert through your email marketing, it is important to be clear about what action you wish them to take. Oftentimes, we want to say “all the things” in our emails. However, that can confuse and overwhelm our audience. One of my favorite sayings from Brene Brown is this: “Clear is kind.” I believe this to be true for how we communicate with our organization’s constituents in email. Do not confuse your audience with too many calls to action, and too many things to do. Be kind, keep it simple, and be clear about what they should do next. Limit your calls to action to one per email (yes, just one!) and make it easy to identify that it is a call to action. From a design perspective, that means making the call-to-action button or link stand out and be specific in the wording you are using so that your audience knows exactly what you mean by clicking on that button.