Are they even reading your emails?

How happy are you with the Open Rate and Click-Through rate on your email campaigns?

Do you monitor those numbers at all?

CiviCRM does a pretty good job of reporting on these stats for each mass mailing you send out.

And with a little care and creativity, those numbers can help you increase the number of people who not only read your emails but actually get involved in your work:

Attending events, volunteering, sharing your message to their friends, and supporting financially.

Monitoring the numbers is a start.

Every mass mailing you send through CiviCRM offers this information in the "report" link for that mailing. And CiviCRM's collection of Mailing reports will help you compare those numbers from one mailing to another.

(And by the way, that comparison is where the value lies. These numbers do not represent absolute truth, for various technical reasons. But comparing numbers between two mailings is still very useful.)

Even better: Test, measure, and adjust.

CiviCRM offers A/B testing features right out of the box.

The idea is to send two versions of your mailing to two small test groups, so you can gauge which one gets the better Open Rate or Click-Thru Rate.

You can then use that comparison to select one of them to send the rest of your email list.

Continual improvement is the big win.

With care, you can start to spot trends in successful subject lines, calls to action, image placement, and more. That’s valuable information you can use to keep improving the effectiveness of your mailings over time.

And what's the value of more effective mailings?

More engagement.

More responsiveness.

More progress toward your goals.

And more benefit to the people you care about.

All the best,
A.