Email Statistics

This article explains the email statistics available under Reporting → Statistics in Double the Donation’s matching module: Total Emails Delivered, Percent Opened, and Percent Clicked—including definitions, typical ranges, and usage tips.

Total Emails Delivered

Percent Opened

Percent Clicked

What You’ll See

  • Total Emails Delivered — number of emails successfully received by donor inboxes in your account.

  • Percent Opened — percentage of delivered emails that were opened.

  • Percent Clicked — percentage of opened emails that recorded at least one click (e.g., buttons or links).

Note: Some providers don’t pass full tracking back to Double the Donation, so actual open/click rates are typically a bit higher than what you see reported.

Definitions, Benchmarks, and Guidance

1) Total Emails Delivered

  • Formula: delivered ÷ sent.

  • Typical range: 95%–99%. If you’re below this range, review bounces and list hygiene.

2) Percent Opened

  • Formula: opened ÷ delivered.

  • Typical range (matching module): 30%–60%.

  • Context: The nonprofit industry average is ~20%; matching-module sends often overperform.

Note that full email tracking data isn't always passed back to Double the Donation, so actual rates are typically higher than statistics indicate.

3) Percent Clicked

  • Formula: clicked ÷ opened.

  • Typical range (matching module): 10%–30%; nonprofit industry average is ~3%.

  • Common click actions:

    • Go to an employer’s online/paper form to submit a match

    • Use the matching gift search tool on your dedicated page

    • Indicate match submitted 

    • Indicate not eligible 

 Note that full email tracking data isn't always passed back to Double the Donation, so actual rates are typically higher than statistics indicate.