The 2017 Nonprofit Email Deliverability Study has been released, a national study in which the email marketing platform EveryAction collects deliverability data from 55 different nonprofit organizations and analyzes the impact of spam and poor deliverability on fundraising practices.
The big takeaway from this year’s study is that being classified as spam is becoming a big problem and hindering nonprofits’ email deliverability rates. If an email service provider (ESP) recognizes that the emails you send are frequently marked as spam, are immediately deleted without being opened or read, or are not engaged with or opened at all, they will likely begin routing your messages to spam or promotional folders, where they may go entirely unseen.