Analyze This!

Here are three key metrics and reports to better understand your e-mail subscribers.

1. Overall activity of the file. This isn’t about how many people opened a particular campaign, but how many have opened anything in 12 months or more.

In DM we have proven time and again that recency, frequency and amount are the holy grail of segmentation and the likely triggers for another gift. As a result of these factors and their predictive impact on whether a donor will respond again, we “lapse” donors and decide when we are no longer going to communicate with them in the same way we do with our “active” donors.