Email marketing solutions provider Informz released the results of its 2011 Association Email Marketing Benchmark Report and some of the data is downright shocking, including:
- The timing of email had little effect on open and click results; day of week for example had less than a 1% difference in result among days.
- Event emails outperformed all other types of emails averaging a 40.73% open rate and a 15.46% click rate.
- Appeal-based emails underperformed, receiving the least amount of opens and the most number of unsubscribes.
- 61% of emails were received and read using desktop email software, a number that decreased from the previous year, while web and mobile device usage increased.
“Email marketing has become one of the primary ways that associations communicate with members,” said Joe Tyler, CEO of Informz. “Yet we found that there was a lack of benchmark data available for member-based organizations to use to compare their email programs. This study fills that gap and provides associations with industry-specific metrics.”