Email Messaging

Bring me all of your dreams,

You dreamers.

Bring me all of your

Heart melodies

That I may wrap them

In a blue cloud-cloth

Away from the too rough fingers

Of the world.

Email list sizes increased by 3% in 2024, after 6% and 4% growth in the previous two years.
Email revenue declined by 11% on average, while the share of all online revenue directly sourced to email was 11%.
For every 1,000 fundraising messages sent, nonprofits raised $58. This marks a 10% decrease from 2023.
The average click-through rate for fundraising messages was 0.48%, unchanged from the previous year. The average page completion rate was 12%, a 13% decline.
Nonprofits sent an average of 62 email messages per subscriber in 2024. There was a 9% increase in volume from the previous year, led by a 14% increase in Engagement messaging.
Nonprofits raised an average of $2.63 in email-sourced revenue per subscriber in 2024.
Email messaging generated an average of 0.13 actions per subscriber over the course of the year.

Read every line of our analysis in the PDF. Or peruse all charts below.

List Growth

Ratio of new joins to start of year email list size

Email actions per subscriber

Email revenue per subscriber

Bounces and Unsubscribes

Unsubscribe rate by month

Messages per subscriber per month

Messages per year per subscriber

Email messages per month per subscriber

Change in email messages per year

Change in email revenue