Maximize and optimize your email deliverability.
Email is a critical channel for both communication and fundraising, driving the majority of digital giving. With email volume increasing dramatically, mailbox providers like Gmail™ and Yahoo™ have used complex and ever-changing algorithms to filter and prevent deliverability of unwanted spam messages.
What does that mean for you? Fewer emails are delivered to inboxes, adversely impacting giving. Bad list quality could be costing you thousands annually.
Delivering emails (and minimizing revenue loss) requires diligent list grooming, and many nonprofits have limited resources to dedicate to this time-consuming activity…But neglecting it is something your organization simply can’t afford.
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It’s harder than ever to break through email barriers.
Email delivery experts Return Path is seeing a record low inbox placement rate of 76%, but this number has dropped quarter over quarter for the last year—indicating a key trend in deliverability.1
We’re seeing that, on average, 24% of promotional emails are filtered to spam or blocked. And we noted that deliverability rates declined every quarter over the past year, which can be concerning.2 This decline is due in part to engagement spam filtering. To find messages people want to see, email providers train filters to pick up on signals from subscribers—for example, whether a subscriber is opening a message, replying to it, deleting the unopened message, or marking it as spam. Without the right data and solution to address engagement spam filters, resolving deliverability issues becomes more difficult for marketers.
Know the path to the inbox finish line.
You diminish your reputation, hurt your chances of reaching constituents, and cost your organization gifts and support when you send messages to non-engaged email subscribers. Your best offense: driving engagement through segmentation and relevant content, and actively grooming your email list. We’re here to help!
When a marketer hits “send” for a campaign, unbeknownst to many, his or her emails travel a path full of hurdles and challenges that must be passed to reach intended subscribers. Below are examples of those hurdles and challenges.
Be sure messages reach the inbox. We can help.
With our expertise in nonprofit digital marketing, extensive product resources, and powerful data, Blackbaud is the best partner to help you get the job done. Our focused efforts help customers adapt when mailbox providers change the game.
Blackbaud Email Delivery Optimization Solution:
With Blackbaud Target Analytics® data intelligence and our industry-specific expertise, we can help you automate best-practice management of your email file and maximize the results of messages you send.
Subscription Features:
Twice annually, we run an email hygiene data append identifying issues that affect email deliverability. We check for:
- Spam trap “honey pots” (like any flag trap email addresses you may have on file)
- Screamers (the frequent spam “complainers” on your list)
- ISP handshake (the criteria your list should meet to ensure each address is valid and accepting mail)
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See how we’ve helped an organization like yours.
Through a multi-part strategy, including Blackbaud’s Email Delivery Optimization, The Nature Conservancy sent fewer emails, yet raised significantly more as part of their year-end fundraising push.
Blackbaud Email Delivery Optimization Solution:
With Blackbaud Target Analytics® data intelligence and our industry-specific expertise, we can help you automate best-practice management of your email file and maximize the results of messages you send.
Subscription Features:
Twice annually, we run an email hygiene data append identifying issues that affect email deliverability. We check for:
- Spam trap “honey pots” (like any flag trap email addresses you may have on file)
- Screamers (the frequent spam “complainers” on your list)
- ISP handshake (the criteria your list should meet to ensure each address is valid and accepting mail)
BLACKBAUD SERVICES
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Partnering with Blackbaud to improve email delivery, The Nature Conservancy saw the following improvements to its year-end campaigns:
- 9% increase in inbox placement
- 65% reduction in spam traps
- 78% reduction in domain typos
The result? 112% more raised per email delivered!*
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“The Nature Conservancy used Blackbaud Email Delivery Optimization Solution to identify and suppress 95,000 harmful email addresses and adjust its delivery practices, more than doubling the organization’s year-end fundraising results.”
—Shiloh Stark, Director of Digital Fundraising, The Nature Conservancy
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“Today, our website is much more user friendly. One click, and you get onto the donation site. It is so easy to fill out, and a donation is made very quickly”
—Jennifer Weiler, Senior Vice Preside and Chief Development Officer, The First Tee
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Joining Your Team
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1 Return Path data
2 Blackbaud 2016 Deliverability Benchmark report
