Welcome back to guest blogger Holly Ross who leads the Nonprofit Technology Network (NTEN), working with community members to identify technology trends that are reshaping the nonprofit sector. Brett Meyer, NTEN Communications Director, co-authored this post.
We write all those email messages for one reason: we want people to read them. To that end, we test subject lines, obsess over which images to use, and wordsmith the text down to the very last letter. All that work, just to increase our open- and click through-rates, one percentage point at a time.
I hate to break it to you, but it’s not enough.