By Karen Matheson & Eve Fox: Nov 30, 2007
Open rates are dropping like flies. When we examined data from 15 national non-profit groups for the eNonprofit Benchmarks Study [see PDF below] earlier this year we found a steady, striking decline in email open rates across all the groups over the past two years. Average open rates for the groups fell by 6%.
This decline may sound like terrible news for any organization that communicates with its members, constituents, activists, or donors online but please don't commit hara-kiri yet!
