Associations, Non-Profits Getting Better E-Mail Response
Fifty-five percent of the organizations surveyed reported higher overall response rates to e-mail communication sent to members in the last 12-24 months.
The information was compiled from a survey of 500 nonprofits, associations and member organizations released by Constant Contact, Waltham, MA, an e-mail marketing service for businesses and associations.
Also, 51.5 percent of survey respondents reported a higher open rate and 51 percent said they had a higher click-through rate.
The organizations surveyed noted several benefits of using e-mail marketing for their membership communication, including: reporting and tracking ability (74 percent), reduced effort (44 percent) and reduced cost (34 percent).
The associations and nonprofits said their most common types of e-mail communications are: membership newsletters (81 percent), event invitations (73 percent) and membership meeting announcements (43 percent).
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters