Spam costs more than $4.99 for a 12-ounce can of the meat surprise at the supermarket. Nonprofits are losing an average of nearly $15,000 per year due to emails ending up in prospects’ electronic spam folders, according to a new study released by digital firm EveryAction.
The 2015 Nonprofit Email Deliverability Study analyzed 55 nonprofits with email lists of at least 100,000 names. About one in eight emails sent are not delivered to an inbox, according to the study. “The percent of email never making it to inboxes is almost as high as the percent of emails opened,” wrote Brett Schenker, the study’s author. “That is a frightening state of affairs for email delivery.”
If an Internet Service Provider (ISP) notices your emails are often marked as spam, are deleted immediately or are never opened, it might route your emails to spam folders or bar you from emailing. That, said Schenker, can take months or years to rectify.
Schenker lays out three reasons your emails might be ending up in spam folders.
The study found that an average of 12.29 percent of emails were delivered to spam folders per month, with June having the highest rate at 14.82 percent and November having the lowest, 8.03 percent. Schenker determined that for every 1 percent of emails going to spam, a nonprofit loses $1,203.84 in revenue per year. At an average of 12.29 percent per month, that’s $14,796 per year.
Schenck had some tips for nonprofits looking to increase their email deliverability rate.
Work with your provider: “A good provider should work with you to monitor key deliverability metrics…, as well as acting quickly to fix problems like blocks and blacklisting before they get out of hand,” wrote Schenker.
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