Email lists are growing, but revenue is shrinking. A few numbers tell the story:
- Email list sizes increased by 3% in 2024, continuing a multi-year growth trend.
- Yet average email revenue decreased by 11% over the same period.
- Click-through rates held steady at 0.48%, meaning subscribers are still opening and clicking.
- But… page completion rates dropped 13%, suggesting the issue isn't your email content but what happens after the click.
This disconnect reveals a fundamental problem: more emails reaching more people are generating less revenue.
Why it matters
Email still drives over 10% of all online revenue, making it too important to ignore these warning signs. The problem likely isn't list fatigue or message volume. It's conversion. Your emails are working, but your donation experience isn't closing the deal.
The gap between engagement and conversion is widening, and organizations that don't address donation page experience will watch this trend accelerate.
Do this
Audit your donation page experience ruthlessly, especially on mobile where most users now engage with email. Test one-tap payment options like Apple Pay and Google Pay to reduce friction between clicking and giving. Focus on page completion rate as your key metric rather than click-through rate, since getting people to click is no longer your problem — converting them once they arrive is.
Learn how to optimize your Campaign Pages with Fundraise Up.
Stay connected
Get updates and insights delivered to your inbox