Canadian nonprofits enjoy best results from e-mail

November 6, 2006

The nonprofit sector sees the best overall results from e-mail, by a margin of 5% - 10%, says an E-mail Trends Report from Ottawa-based e-mail marketing firm cardcommunications. The study, which examined deliverability, open and click-through rates of Canadian-based e-mail campaigns, concluded that e-mail is a good fit for nonprofit organizations and associations because of their high quality databases and relationships with audiences. Average open and click-through rates for e-mails originating from nonprofits are 45% and 28% respectively. Deliverability is 95%. "Interestingly enough, I have found nonprofit groups are the most skeptical of e-mail," says cardcommunications founder and president Carolyn Gardner. "However, with the array of e-mail marketing tools and services available, e-mail can be cost-effective, with a very valuable return on investment." To view the full report, visit: www.cardcommunications.com/quarterly_report.html.