Informz released its fifth annual report on association email marketing benchmark data and the sixth association email marketing benchmark report.
Four key metrics are used in this report: delivery, open, click and unsubscribe rates.
- Delivery rate remained consistent at 98 percent year over year.
- Open rates increased by 4.25 percent, from 34.04 percent to 35.49 percent.
- Click rates were overall lower in 2014 compared to 2013. Click Rates are influenced by the relevance of the message, the creative layout, and the placement and size of call-to-action links.
- Unsubscribe rates remained favorable at .05 percent for 2014.
For overall email metrics: The average email metrics for associations include a 98.34 percent delivery rate, 35.49 percent open rate, and 15.87 percent click rate.
For overall frequency: 72 percent of email subscribers were sent one to five emails per month; however, subscribers that were sent six to 10 emails had slightly higher open and click rates.
For email client type: Mobile usage has dropped slightly and desktop usage has returned to the most frequently used email client type. Details: www.informz.com.