Associations: We're Sending Too Much Email

Digital marketing firm informz has released its 2017 Association Email Marketing Benchmark Report.


Association marketers would do well to consider the key findings:



  • Email volume is rising fast, up 12% in 12 months. Nearly 90% of associations worry they're sending too many mass emails.



  • Most subscribers (86%) get 10 or fewer emails a month. (NOTE: The report fails to clarify whether the majority of mass emails are being sent to subscriber lists or prospect lists.)




  • Tuesdays, Wednesdays, and Thursdays see the highest email volume, accounting for 64% of emails sent.



  • Emails sent in the late afternoon have the highest open rate. Emails sent midday have the highest click-though rate. Emails sent Friday have both the highest open and the highest click-through rates.



  • Mobile is the dominant email client type. Desktop email client usage is dropping rapidly. The good news here: over 67% of mobile readers spend longer than 10 seconds reading emails, compared to 60% of desktop readers.



  • The report also included benchmarks for delivery rates, open rates, and click-through rates.


    Compare informz's findings to those of our own recent survey.



    We found that 62% of associations rely on email to market products and services, while only 27% use direct mail; and only 12%, telemarketing.


    Association marketers indeed are too reliant on one channel!

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