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Association Email Benchmark Report Highlights Marketing Trends and Opportunities 

[February 3, 2024] — Understanding what works and what doesn’t in email marketing is more crucial than ever. Though email is still a cornerstone of communication, not all emails are well-received. According to the latest Association Member Experience Report, 50% of members feel they receive “too many emails” (a dramatic increase from previous years).

Higher Logic’s 2024 Association Email Benchmark Report collects data from over 1,500 associations and nonprofits and over 2 billion emails sent in 2024 to analyze association- and nonprofit-specific email marketing trends. Key findings in the report include: 

– Average open rates decreased from 38.18% in 2023 to 35.64% in 2024.

– Average click rates increased from 2.71% in 2023 to 3.69% in 2024.

– Subject lines under 50 characters have above-average open rates and those under 9 characters perform best.

– Messages between 400 and 2,000 words have the best click rates.

– Automated marketing campaigns have higher open and click rates than individual email sends.

– Higher Logic continues to lead the industry with an average deliverability rate of 99%— much higher than the
overall average deliverability rate of 83.1% (down from 85.7%last year).

This report is an essential tool for anyone seeking to understand the current email landscape for associations and nonprofits. It also provides tips for improving email results and a summary of overall email developments, such as AI’s evolving role in email marketing, the impact of changes to email clients like Gmail, Yahoo Mail, and Apple (iOS 18), and email design and accessibility trends.

Download the report to access the full findings or watch the recording from our webinar discussing the highlights.

About Higher Logic 

Higher Logic, the industry-leading, human-focused engagement platform, delivers powerful online communities and communication tools to engage members and customers at every stage of their journey. Higher Logic provides a robust engagement platform and strategic services with over a decade of experience in building personalized and scalable community engagement programs. We serve more than 3,000 customers, representing over 350,000 online communities with greater than 200 million users in more than 40 countries worldwide. For more information, visithigherlogic.com. 

Contact 

Dave Bornmann, Chief Marketing Officer
dbornmann@higherlogic.com