21NTC Session

A Holistic Approach to Email Deliverability, From Acquisition to Analysis


Email marketing is still the #1 way to reach your core activists and donors — so long as your emails land in inboxes, rather than spam folders or promotions tabs!

Email deliverability (that is, inbox placement) relies on a spectrum of activity — from establishing trust at the point of subscription, to choosing the best sender, audience, content, and timing, to analyzing and optimizing performance.

This session will explain why an holistic approach to email deliverability — allying web, data, messaging, and advertising strategy — is crucial to achieving email performance goals.  It will present best practices for email content, subject lines, senders, and audience segmentation; signup forms, advertisements, and other acquisition channels; data structures, tracking, and analysis that lead to improved deliverability.  These tips and tricks will be contextualized with examples from The Humane League, where implementation has skyrocketed open rates to over 50%.

Session Type

Target Audience

Marketing and fundraising staff who develop email content; IT and database professionals who advise on email lists and deliverability


AnalyticsCase StudyContent StrategyEmail


Allison O'Dell

Data and Analytics Engineer

The Humane League

Allison Jai O’Dell is The Humane League’s Data and Analytics Engineer, where she wears all the data hats — from modeling to mining, analytics, and insights. She previously enjoyed a career in academic libraries, working to advance research through development of international data standards and user-friendly information-seeking platforms.





March 24, 2020


1:00pm – 1:30pm



Collaborative Notes

Click here

Session Evaluation

Click here