25 – The Magic Number for Charity Email Campaigns

Some interesting information for when you’re penning your next fundraising email or e-newsletter – new research from mail provider Constant Contact showed that campaigns by not-for-profits received the highest click-through rates when they contained exactly 25 lines of text and three or fewer images. The data was compiled from the analysis of over 2.1 million Constant Contact customer emails. To ensure that the data was accurate, only campaigns sent to more than 100 subscribers were analysed.

Subscribers to not-for-profit email lists are more likely to be more emotionally connected to the subject and are therefore prepared to read slightly longer emails while remaining engage with the content. Constant Contact’s Jason Fidler says in the report: “nonprofits generally have greater leeway in the number of images and lines of text they can put into an email when it comes to how it will impact click-through rates”. However he does remind people to “Keep in mind that many people won’t read your entire message and will likely skim your content after opening. If you have an important message you need to get across to members, make sure it’s located in a prominent position within your email.”
You can read the article in full here: http://blogs.constantcontact.com/nonprofit-email-data/