New data from 1,500 associations and 2 billion emails reveals how relevance, segmentation, and automation drive email engagement.
ARLINGTON, VA — February 19, 2026 — Higher Logic just released its 2025–2026 Association Email Benchmark Report, offering the most comprehensive analyses of email performance trends across associations and nonprofits. Based on data from approximately 1,500 organizations and more than 2 billion emails sent in 2025, the report provides association-specific benchmarks to help marketing, membership, and digital leaders evaluate and improve their email strategies.
The findings reinforce a clear theme: email remains one of the most effective and widely used communication channels for associations—but performance increasingly depends on relevance, personalization, and intentional targeting rather than sheer volume.
Among the key findings:
- The average open rate across associations was 33.54%, while the average click rate reached 2.68%, with click rates continuing a sustained upward trend.
- Smaller, targeted send lists consistently outperformed broad distributions, regardless of overall database size.
- Automated campaigns and personalized content generated stronger engagement than one-time, untargeted sends.
- Subject lines under 40 characters and moderately sized emails had the highest open and click performance.
- Higher Logic Thrive Marketing has an average deliverability rate of 99% in 2025, significantly above broader email service provider (ESP) averages.
The report also highlights shifting engagement behaviors. While open rates remain useful directionally, clicks are becoming a more reliable indicator of intent and value as inbox privacy protections evolve. Associations that align email with behavioral data, lifecycle journeys, and community engagement are better positioned to drive meaningful action.
“Association email performance is no longer about reach. It is about relevance.” said Julie Kaplan, Chief Marketing Officer at Higher Logic. “This report gives leaders a clear view of what drives engagement in today’s environment, based on billions of association emails. The organizations that treat email as part of a connected engagement strategy, not a standalone channel, are the ones strengthening retention and long-term member value.”
Additionally, the report explores trends across list size, subject line length, email size, timing, geography, and industry. One consistent takeaway: performance scales with relevance. Even associations with multi-million contact databases achieved high engagement rates when sending to smaller, well-targeted segments.
“As privacy standards tighten, member expectations rise, and email fatigue increases, marketing performance is becoming more complex. But AI is giving associations a powerful way to respond intelligently,” said Rob Wenger, CEO of Higher Logic. “Our role is to help associations not only understand the trends, but act on them—connecting community, marketing, behavioral data, and AI so they can deliver more timely, personalized experiences at scale.”
To explore the data in full—including multi-year trends, segmentation benchmarks, and actionable recommendations—download the 2025–2026 Association Email Benchmark Report.
About Higher Logic’s Annual Association Email Benchmark Report
The Association Email Benchmark Report is designed for association marketing, communications, and membership leaders responsible for driving engagement, event participation, renewals, and long-term member value. This year’s report includes multi-year trend analysis from 2022 through 2025, reflecting improvements in measurement and reporting accuracy.
About Higher Logic
Higher Logic is revolutionizing engagement. We combine AI with human insight to help organizations build lasting relationships through personalized, intelligent experiences. Our platform connects community, marketing, events, and more—powered by a centralized data warehouse that learns and adapts with every interaction. It’s how we enable smarter, more relevant engagement. Whether helping associations improve retention or enabling businesses to reduce support costs and grow loyalty, our deep expertise and true partnership mindset empower our customers to do more than they ever imagined.
Learn more at www.higherlogic.com.
Media Contact:
Megan Langley, VP of Marketing
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