Why Your Email Open Rates and Click Rates Are Dropping – and How You Can Fix Them for Better Fundraising and Engagement 📈

If you’re in charge of email marketing at a nonprofit, you’ve likely seen fluctuations in open and click rates, perhaps affecting donor engagement, fundraising drives, or even event attendance. For nonprofits, successful email marketing means more than just reaching inboxes – it’s about connecting with supporters to increase donations, build community, and drive participation in events and programs. When emails end up in spam or promotions tabs, they often go unnoticed, and your supporters might miss the chance to take action for your cause or donate.

The good news? You’re not alone, and there are effective, simple strategies to improve inbox placement, reach more supporters, and see a boost in engagement. With a few small tweaks, your emails can make it to the inbox, helping you connect with your audience and amplify your nonprofit’s impact! 😊

1. Why Email Deliverability and Inbox Placement Matter for Nonprofits 🎯

Email deliverability affects your organization’s ability to reach the people who care about your work – including donors, volunteers, and program participants. Poor inbox placement doesn’t just mean fewer opens or clicks; it can mean missed donations, lower event attendance, and fewer people aware of your nonprofit’s initiatives.

• Deliverability – Whether your emails actually make it to recipients’ inboxes or get blocked altogether.
• Inbox placement – Where your email lands within the inbox. An email in the “Primary” tab is more likely to be opened than one that’s buried in “Promotions” or spam folders.

Reaching the inbox helps ensure that your donors and supporters actually see your message, making it easier for them to take action, whether that’s donating, signing up for an event, or learning more about your programs. Let’s dive into the strategies to help your emails land in that valuable inbox space.

2. Clean Up Your Contact List for Maximum Engagement 🧹

A clean email list is one of the most impactful steps to improve deliverability and keep your emails out of the spam folder. Too many unengaged contacts can make email providers view your list as low quality, which can lead to promotions or spam placement.

Action Steps:

• Identify inactive contacts – Use your Email Service Provider (ESP) to locate contacts who haven’t engaged in the past 90-180 days.
• Create a backup – Export and save inactive contacts before removing them so you can attempt a re-engagement campaign later.
• Remove unengaged contacts – Focusing on active contacts makes your list healthier and boosts your sender reputation.

Re-engagement Campaign Tip: Try a friendly “We Miss You!” email to inactive supporters before fully removing them from your main list. Ask if they’d like to stay connected and give them an easy option to re-confirm their interest.

3. Use Google Postmaster Tools to Improve Domain Reputation 🔍

Your domain’s reputation is one of the biggest factors influencing inbox placement. Google Postmaster Tools can help you monitor your domain health and spot deliverability issues that might be keeping your emails from reaching supporters.

Action Steps:

1. Sign up at Google Postmaster Tools and verify your domain.
2. Check your domain reputation score – Google rates domains with a color-coded system (green = good, yellow = average, red = poor).
3. Focus on engaged contacts – To improve a low reputation, start by sending emails only to engaged contacts. Positive engagement (opens and clicks) builds a stronger reputation, making it easier to reach inboxes.

With a high domain reputation, email providers are more likely to trust your messages, helping you avoid the spam and promotions tabs. Even if your score is low now, consistency and good list hygiene will improve it over time, helping you reach more supporters when it matters most.

4. Improve Your Email Content to Avoid Spam Filters 💌

The content of your emails plays a major role in where they land. Email providers scan for certain keywords, excessive images, and links to determine if an email should go to spam or promotions. Here’s how to optimize your emails for better inbox placement:

Tips:

• Use a friendly, conversational tone – A casual, personal approach feels authentic to supporters and can improve engagement.
• Limit images and links – Too many can trigger spam filters. Stick to one clear call-to-action (CTA) and limit links to essentials.
• Reduce tracking elements – Minimizing tracking pixels and links in your emails can also help reduce the chance of emails ending up in promotions.

Example: Instead of sending a heavily designed email with multiple buttons and images, try a plain-text message sharing a single powerful story with a link to donate or sign up for an event. This simple approach often performs better and helps your email appear more personal.

5. Segment Your Audience for Higher Engagement 🎯

Segmenting your audience by interests or engagement level helps you send more targeted messages, which often receive better engagement. For example, if you have a group of donors who regularly attend events, you could create a segment just for event updates.

Benefits:

• Improved engagement rates – By sending relevant content, you increase the likelihood that recipients will open and interact with your emails.
• Better inbox placement – Consistent engagement within segments tells email providers that your emails are valuable, improving your chances of landing in the inbox.

Simple Segmentation Ideas:

• Engagement Level – Separate active, occasionally active, and inactive contacts.
• Interest – Group contacts by programs, events, or giving history if you have that data.
• Location – Segment contacts by location to invite them to local events or region-specific initiatives.

Segmentation may sound complex, but even basic categories can make a big difference in improving open rates and keeping your emails in the inbox.

6. Maintain a Steady Sending Schedule 📅

Consistency is key when it comes to email deliverability. Large, sudden increases in email volume (like sending a one-off email to a huge list) can be seen as a red flag by email providers.

Best Practices:

• Send emails regularly – Whether weekly, bi-weekly, or monthly, maintaining a consistent schedule keeps you on good terms with email providers.
• Avoid big volume spikes – If you need to send a large batch (like a year-end appeal), consider sending in stages over a few days to avoid deliverability issues.

Regular sending builds a relationship with your audience and improves email providers’ trust in your messages, helping ensure your emails stay out of spam.

7. Simple Tools to Help You Monitor and Improve Deliverability 🛠️

Several resources can help you monitor your email performance, ensure good deliverability, and support your overall email strategy. Here are a few beginner-friendly options:

• Google Postmaster Tools – Free tool to monitor domain health and improve reputation.
• Mailchimp, Constant Contact, or HubSpot – Popular ESPs with built-in engagement metrics to help you track open rates, click rates, and unengaged contacts.
• Talos Intelligence – Free IP reputation checker, helpful for nonprofits using dedicated IPs.
• SenderScore – Provides an IP score based on deliverability factors, helpful if you’re managing a dedicated IP.

Each of these tools is free or has free features that make it easier to keep tabs on your email performance, supporting your fundraising, event attendance, and overall impact.

8. Emphasize “Less Is More” in Your Email Design 📧

When it comes to email design, simplicity can be a powerful ally. Nonprofit supporters are often more engaged with clear, purposeful emails that focus on your mission and impact. By streamlining your design, you’ll improve inbox placement, engagement, and the chance to reach donors right when they’re ready to act.

Tips:

• Limit calls-to-action (CTAs) – One clear CTA, such as “Donate Now” or “RSVP for Our Event,” reduces decision fatigue and improves engagement.
• Keep it simple – Emails with fewer links and images are less likely to be flagged as promotions or spam.
• Storytelling over statistics – A compelling story can drive donations or event attendance more effectively than lots of data.

Try This: A/B test a story-focused email with a simple donation link against a heavily designed, image-filled email. Many nonprofits find that simpler emails feel more personal and boost response rates.

9. Recap: Your Deliverability and Engagement Action Plan 🗂️

To make these steps manageable, here’s a quick recap of actions you can take to improve inbox placement and increase your impact:

1. List Hygiene – Regularly clean unengaged contacts from your list.
2. Domain Monitoring – Use Google Postmaster Tools to keep an eye on your domain’s health.
3. Simple, Conversational Content – Reduce images, keep CTAs clear, and write like you’re speaking to a friend.
4. Audience Segmentation – Send tailored messages to boost engagement and relevance.
5. Consistent Sending Schedule – Build consistency with your audience and avoid sudden volume spikes.

Following these steps will help ensure that your emails land in inboxes, making it easier for your nonprofit to reach more people, drive donations, and boost attendance at events.

Final Thoughts:
Sending emails to the inbox is about more than open rates and clicks; it’s about making sure your messages reach the people who care about your cause. When emails land in the inbox instead of promotions or spam, your nonprofit has a greater chance to connect with donors, increase event attendance, and ultimately drive the impact you work so hard to create.

So take it one step at a time, use these tools to build trust with email providers, and focus on providing value to your supporters. Each improvement you make not only brings your messages closer to the inbox but brings your supporters closer to making a difference for your mission.

You’ve got this! 😊