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SubscribeWe’ve outlined email marketing benchmarks for nonprofits based on our original research, taken from millions of Campaign Monitor campaigns.
Average email benchmarks for nonprofits
Average open rate: 20.39%
Open rate is the percent of opens out of the total delivered emails.
Open rates vary depending on subject lines and cadence.
Average bounce rate: 1.09%
Bounce rate is the percent of subscribers who didn’t receive your email.
Bounces are emails that can’t be delivered.
Average CTR: 2.66%
Click-through rate is the percent of recipients who opened and clicked on a link or image out of the total delivered emails.
CTR can show you what leads to the highest engagement.
Average CTOR: 12.99%
Click-to-open rate measures how many clicks came only from subscribers who opened an email.
CTOR measures how compelling your content is, since you know these subscribers decided to click through after opening.
Average unsubscribe rate: 0.17%
An unsubscribe occurs when a subscriber opts out of receiving more emails from you.
Your unsubscribe rate can illustrate what leads to a spike of unsubscribes.
Best days for email marketing
Highest email open rates: Sunday
Highest click-through rates: Tuesday and Saturday
Highest click-to-open rates: Wednesday
Lowest bounce rates: Monday
Lowest unsubscribe rates: Monday
Worst days for email marketing
Lowest email open rates: Wednesday
Lowest click-through rates: Monday
Lowest click-to-open rates: Monday
Highest bounce rates: Wednesday
Highest unsubscribe rates: Friday
With this guide, you can easily measure where your nonprofit stands compared to the industry standards.
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