Ask Fuse: Email KPIs
Which email metrics actually matter for return on investment (ROI)?
When it comes to email fundraising, it’s easy to get lost in the numbers. When you’re asking, “Are these emails really worth it?” — a few key metrics rise to the top:
Conversion Rate:
Getting clicks is great, but did those clicks actually turn into donations? Your conversion rate shows how many readers went from curious to committed. A healthy conversion rate means your message, your call-to-action, and your donation page are all working together.
Average Gift Size:
It’s not just about how many people give — it’s how much they give. Keeping an eye on average gift size helps you understand if your list is bringing in quality contributions, not just quantity. Just be aware of and remove any outlier gifts, as they can skew this metric significantly.
Click-to-Open Rate (CTOR):
Forget the vanity metrics — this one’s all about engagement! CTOR is the metric that tells you “Of the people who opened, how many actually clicked through?” It’s a clear signal that your content and call-to-action are hitting home and connecting with your audience.
How Do These Affect ROI?
It’s easy to forget that email isn’t free — every campaign takes time, creative energy, and budget. That’s why these three KPIs matter: they reveal if your investment is actually paying off.
A strong conversion rate shows your message is moving people to act. A healthy average gift signals quality giving. And a high CTOR means your content is compelling enough to drive engagement. Together, they help answer the ultimate question: is your email program generating meaningful returns — or just activity? Simply put: is the juice worth the squeeze?
Bonus Metrics to Watch:
The prior-mentioned metrics aren’t the only ones that matter, just the ones that really drive ROI. Other metrics to keep an eye on are:
Open rate: Good for testing subject lines, but not reliable with privacy changes.
List growth and unsubscribes: Tells you about long-term health. A successful email campaign will connect with prospects while retaining current and past donors.
Segment performance: (Different audience segments will always perform differently, and knowing those differences can help drive effective audience-specific versioning.
Of course, this is only the surface of what your email KPIs can reveal . If you’re interested in a deeper analysis of what to look for in your email analysis, connect with us here!