People less likely to open charity marketing emails

A study by the Direct Marketing Association have found that of all sectors, charities' emails are the least likely to be opened

Marketing emails from charities are less likely to be opened than emails from any other sector, the Direct Marketing Association has found.

The DMA’s Email Benchmarking Report 2017 found that 14.2 per cent of marketing emails were opened, but that only 1.6 per cent of people clicked on a link in the email in 2016 - a drop from 1.8 per cent the previous year.

But charities’ emails were the least likely to be opened compared to any other sector, the report found, with only 6 per cent of emails being read - behind publishing, where 7.6 per cent of emails were answered and finance (9.5 per cent).

The report looked at more than 37 billion emails from DMA members across 2016 and found that the top three most opened emails were from organizations in the travel sector (21.1 per cent), utilities sector (15 per cent) and retail (14.9 per cent).

In terms of the number of clicks, charities fared slightly better, achieving a click rate of 0.83 per cent, slightly above the bottom sector, publishing’s rate of 0.77 per cent, but just below the click through rate of 0.88 per cent for finance emails.

The report said that the fact that emails from the same three sectors were the least opened and the least clicked on raised concerns that "there may be too many irrelevant or poorly targeted emails from these categories".

But the charity sector was the sector most likely to send emails which actually reached a recipient, with a delivery rate of 98.99 per cent, compared with the average of 98.3 per cent.

The report said high delivery rates suggested the organisations had up-to-date mailing lists and used best practice to produce clean data.  

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