Is email marketing valuable?

You hear me go on about email marketing all the time, Reader...

But does it actually pay off?

NextAfter conducted a study to find out The True Lifetime Value of an Email Address. They tracked 17M+ subscribers over 36 months.

Here’s the skinny on what the data showed:

• Over 50% of donors from emails during this period were downstream donors (donors that gave long after subscribing).
• An email address (rather, the person behind it) can bring $25.46-$72.40 in revenue per donor. That’s a net ROI of 138% for instant donors, and 929% for downstream donors.
• It can take a subscriber anywhere between 3 months to 2+ years to give their first gift. Remember that each subscriber is a person, and they are each on a different donor journey. Just because they don’t give right away doesn’t mean they aren’t a supporter or won’t become a donor later.

We love instant ROI.

We love to see high numbers in an analytics report or in your org’s bank account.

But this research proves that we can’t stop measuring the success of one campaign once it ends.

Each campaign should be leading donors through their respective journeys, and their first gift – no matter how long it takes them – is worth recognizing that it was made possible by each touchpoint and relationship-building effort you made.

A first-time gift is just the beginning of a donor relationship.

There is a lot to chew on in this study, so I highly recommend reading through the whole thing with your team.

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What does this mean for nonprofit email marketing?

This is an amazing study, but it’s only an average of a 36-month snapshot. This does not account for previous donors who are on the email list, or future donors on the email list.

However, this further proves email is a low-cost way to bring ROI. It’s worth the investment, and you don’t need a lot of money or knowledge to start or revamp your list.

If you want to track the ROI of your email list, I recommend tagging and segmenting your subscribers. This will give you so much information in the long term and help you determine what is and is not working.

It may take a while, but email pays off.

This is why I recommend that nonprofits send ~1 email per week. It’s not annoying. When done intentionally, it’s building a relationship.

If this study has your head spinning about your next campaign, let me take email off your organization’s plate. I’ve only got 2 email retainer spots open for the next 6 months.

Picture it...

Me: setting the foundations and strategy for your email ROI.

You: Focusing on daily mission-moving tasks.

Sound like the dream? I think I saw your name on one of my last retainer spots. 🤭

​Let’s talk about it.​

Stay kind, -Amanda

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Meet Rokk! If you’ve been around here for 2 seconds, Reader, you know I’ve been pursuing the Analog Renaissance in my personal life while brainstorming ways to help my clients implement analog practices alongside their email efforts. And I think Rokk is a great companion for work or home! Rokk is an audio stone that shares practical wisdom for a meaningful life, guided by themes. My favorite part: 10% of membership fees go to charity partners. Click below to see what Rokk is about! ​ Check them out and request your city!