2017 Association Email Marketing Benchmark Report

Alex Mastrianni

The report you’ve been waiting for all year — the 2017 Association Email Marketing Benchmark Report — is now available!

If you’ve ever wondered about what the metrics you’re seeing actually mean, or curious as to how they compare to other association marketers, this is the report for you.

Designed exclusively for association marketers, this report will help you set goals, analyze your own metrics, and evaluate the email landscape.

This year, we’ve included metrics from emails sent as a part of a marketing automation campaign for the first time.

Email volume is on the rise again this year, increasing by 12.3% overall. This understandably leads to the ongoing challenge marketers face around managing email volume. Nearly 90% of associations are admittedly concerned about sending too many mass emails.

Key findings from the report include:

  • The average email metrics for associations include a 98.3% delivery rate, 35.6% open rate and 15.6% click rate.
  • The average metrics for emails sent as a part of a campaign using marketing automation include a 98% delivery rate, 37.6% open rate and 16.7% click rate.
  • Associations with annual send volumes of 1 million or less achieved the highest average open rates.
  • The majority of subscribers (86.6%) were sent 10 or less emails per month.
  • Mobile dominated in 2016 and was the most popular email client type with an open rate of 41.1%. Desktop email client usage dropped to 33.1% while Web email clients had the largest increase in usage, rising over 2%.
  • Emails containing between 3-7 links and emails with 31 or more links had click rates greater than the 2016 benchmark average.
  • Messages sent in late afternoon had the highest open rate of 36.5%.
  • Email sent midday have the highest click rate.
  • Friday had the highest open rate of 36.7% and highest click rate of 16.2%.
  • For the second consecutive year, Tuesday, Wednesday, and Thursday had the highest email volume, accounting for 64% of emails sent.
  • Emails with subject line lengths greater than 40 characters accounted for 50% of the volume, yet had open rates lower than the 35.6% benchmark.
  • 67.6% of mobile readers spend longer than 10 seconds reading emails compared to 59.8% of desktop readers..
  • iPhones account for 28.1% of email opens, while Outlook remains the 2nd most popular client with 26.9% of email opens.

There’s a lot more in the full report. Get your copy here.

About the Author
Alex Mastrianni

As the Marketing Manager at Informz, Alex drives the development and implementation of our content marketing plan and marketing campaigns. Outside of work, Alex is a pop culture junkie, ice cream fanatic, and semi-pro vacation planner.