Bang for Buck in Email Acquisition
In May, PowerThru Consulting examined how well emails sent from advocacy organizations performed with recipient audiences based on how they were acquired. Sharing or swapping email lists with like-minded organizations, it turned out, yielded the best open and click-through rates. Those gathered through Facebook ads performed the worst – although they still beat industry benchmark rates. Purchased lists fared somewhere in the middle, but the costs involved made them a questionable choice for some organizations.
On its blog, PowerThru returns to the issue today to examine how these different email acquisition methods fared in fundraising. Again, swapped email lists out-performed the alternatives, at least for the environmental client used at the test case in this instance. More than 7.5 percent of those contacted for donations via a shared or swapped email list contributed, while around 3.8 percent of purchased email addresses did so. Even at about 1.5 percent, Facebook-acquired donation rates still trounced the industry standard .07 percent success rate of fundraising emails.
Overall, shared and paid email acquisitions contributed more money per donation (about $19) than those generated from Facebook ads (about $15).
Facebook ads are generally cheaper per record acquired than paid lists ($.75 versus about $2). But any email acquisition program, the authors caution, must be closely monitored to ensure that collection rates actually turn a profit.
Email Acquisition Performance 2: Who Pays the Bills? (PowerThru Consulting)