Bonnie Malone

The study Telling Stories, Building Relationships: How Non-Profits Can Create More Engaging Email Marketing Programs, recently released by e-mail deliverability firm Return Path, analyzes how nonprofits use the data they collect from constituents who sign up for e-mail communications and found some results that point to missed opportunities to enhance constituent communications. While 81 percent of advocacy organizations involved in the study requested geographic data from constituents, for example, only 12 percent actually used that data to customize or segment their e-mail campaigns.

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