Ways to Improve Your Nonprofit’s Email Deliverability

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Are your emails getting delivered to your supporters? How many donors are responding? Organizations use emails to connect with donors, considering the high ROI. You can expect a $44 return on every $1 spent on an email campaign if done right. However, when calculating the return from emails, you need to ensure your nonprofit’s email deliverability is good. If not, your first objective should be to improve your nonprofit’s email deliverability.

Regardless of how compelling your content is in your email or the newsletter you send, you won’t get conversions if it doesn’t land in the recipient’s inbox. So, how can you make the most of email marketing for your nonprofit? Please go through our strategies and what may impact email deliverability.

What Is Email Deliverability?


Email deliverability is the process of making sure that your emails get delivered to your subscribers. This includes ensuring that your emails don’t end up in spam folders and that email providers see them as legitimate. Deliverability also involves ensuring that your subscribers open and click on your emails.

A number of factors can impact your email deliverability, including your sender reputation, the content of your emails, and how you manage your subscribers’ list.

There are a few things you can do to improve your email deliverability:

  • Use a reputable email service provider (ESP) with a good reputation with ISPs.
  • Follow best practices for designing and coding your emails.
  • Sort through your email list.
  • Designed with mobile in mind.
  • Email your most engaged supporters.

Email deliverability is an integral part of email marketing, and you should pay close attention to it if you want your campaigns to be successful.

How to Improve Your Nonprofit’s Email Deliverability

Improving your email deliverability is essential to ensuring the success of your marketing campaigns. After all, if your emails aren’t delivered, your subscribers can’t see or click on them.

1. Use a Reputable Email Service Provider (ESP) That Has a Good Reputation with ISPs

To maintain or improve your nonprofit’s email deliverability, you must ensure that your organization uses a reputable ESP. It should support your growth, fit the needs of your NGO, and provide excellent support when any email deliverability problems arise.

Besides that, it would be best to ensure that your ESP has a good reputation with ISPs. The best way here is to review all the online reviews for your specific ESP. You can find honest feedback about how others have used this service in online reviews.

2. Follow Best Practices for Designing and Coding Your Emails

Your email should be as attractive as your website’s home page. This marketing strategy will increase conversions without a perfect email. The content you use in your email should be flawless and engaging. In addition, your template should be worth clicking on.

You can use various tools to design a good and eye-catching email. However, your email deliverability can drastically fall if people begin to throw your email into their trash or mark it as spam. Therefore, it would help if you were careful with what content you delivered. If your users begin replying to your emails and clicking on the link you share in the email, this will improve your organization’s credibility.

3. Clean Up Your Email Subscription List

Gmail and other email platforms are very sensitive to spam or emails sent through bots. Therefore, you must regularly filter your email subscriber list by removing all cold subscribers, fake accounts, and spammy IDs.

Once Gmail flags you, you can forget about getting emails to your subscribers’ inboxes. However, there are two ways to deal with cold subscribers. One is to run a re-engagement campaign that confirms who isn’t actually interested in receiving your emails.

4. Designed for Mobile

When marketing your brand or products, you simply can’t ignore that mobile phones are being used more. In fact, over 80% of all emails are read and opened on mobile devices. This means that if you don’t optimize your email for mobile, most of your target audience won’t read it.

You can start by writing subject lines that can be read in the preview pane on a smartphone email application. Other than that, keep your emails short and to the point. No one has the time to read your lengthy email. The images you use should also be optimized. They should fit into a fold and not exceed the screen size.

5. Send an email to your most engaged supporters

One of the most common mistakes organizations make when renting, buying, or sharing email lists is that these lists are flooded with fake and spam accounts. Instead, it would be best to work on organically building your list.

A good and authentic list of subscribers is healthy for your business in the long run. However, to improve your nonprofit’s email deliverability, you need to maintain your habit of filtering this list by removing all cold subscribers and fake accounts. Also, instantly remove all email addresses to which your email can’t be sent.

Final Words

Are your emails getting delivered? How many replies do you get? Email marketing is crucial to marketing your cause and increasing your organization’s conversion. If your emails aren’t landing at the right destination, you’re probably losing out on potential donors.

With the tips above on improving your nonprofit’s email deliverability, you can quickly boost the rate and get more donations through this marketing strategy.

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