09-21-2011 11:26 AM
A question from a nonprofit in a recent Constant Contact webinar:
What is the average nonprofit click rate?
The average click rate of Constant Contact’s nonprofit customers is 12.3%. Is your organization’s click rate not there? Try changing up your link language. Instead of “click here” try “Read all 10 tips to live in harmony with backyard wildlife.” Also pay attention to your past click reports to see what worked well and do it again. Look back to find what topics got high clicks in your past emails – these are your hot topics that should be written about much more in your upcoming emails.
What is your nonprofit's click rate? Any lessons to share with the other nonprofits in this Community?
12-13-2011 10:24 AM
Wow, 12.3% seems quite low. We usually average around 19-20%, and higher if targeted to a specific small group, such as donors, for example. My guess is that many do not clean their lists regularly. By doing so, you eliminate those addresses that continually bounce and thereby increase your percentage click rate.
01-19-2012 11:02 AM
Scrubbing your list and creating a list of 'non-responders' will also help you target your communications. You might elicit the non responders with a different message until you get their attention. When you do, move them to your responders list.
You can send communications that contain a call to action to the responders list and chances are good that the result will be succesful. Don't do it needlessly or too frequently though, you could lose their trust.
BTW, our last three newsletters have had a click rate of 35-40% and yes, we are a not-for-profit.
02-08-2012 08:13 AM
Click rates will vary overtime and scrubbing your list of non opens or non-existant email addresses can improve the math on your open and click stats. Our Org. has had an overall open rate average of 41.3% and click rate of 25.3% for the last 4 years with our campaings sent to individuals totaling over 18,000 emails since 2008.
However, in the last 3 months that average has plummeted to 33.6% opens and 20.2% clicks. I have discovered that many of our campaigns are being blocked from recipients even though the CC spam check shows "low risk." I am perplexed on how to correct this problem. Anyone experience this and what action did you take?