Email Statistics

This article explains the email statistics available within the matching module: total emails delivered, percent opened, and percent clicked.

To give you insight into email deliverability and donors' interaction with emails, Email Statistics (located under Reporting --> Statistics) shows the following information:

Total Emails Delivered: number of emails that have been received by donors whose email addresses are within your account.
Percent Opened: portion of the matching module emails that have been opened by donors.
Percent Clicked: portion of the matching module emails that donors have interacted with (for example, using buttons & and clicking links).

Total Emails Delivered

The Email Deliverability Rate is defined as emails delivered divided by the total emails sent. The typical range is about 95% - 99%.

Percent Opened

The Email Open Rate is defined as emails opened divided by the total emails delivered. The typical range is about 30% - 60% for emails via the matching module. The nonprofit industry average email open rate is 20%.

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

Percent Clicked

Often donors click on the buttons within the matching gift emails to do one of the following:

Go to their employer's online form or paper form to submit a match
Use the matching gift search tool on your dedicated matching gift page to see if they are for a company with a matching gift or a volunteer grant program
Identify that they've submitted a match
Identify that they are not eligible for a match

The Email Click Rate is defined as emails clicked divided by emails opened. The typical range is about 10% - 30% for emails via the matching module. The nonprofit industry average email click rate is 3%.

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