03/13/2024

Targeted Emails Draw Higher Engagement

A new report shows the advantages of moving beyond email blasts

Associations have more opportunities than ever to engage with their communities via email, though challenges remain in terms of personalization, targeting, and data security.

The 2023 Association Email Benchmark Report, published last month by the technology firm Higher Logic, highlighted the virtues of sophisticated email marketing. Automated marketing campaign messages had higher open rates than individual emails—39 to 36 percent, according to the report. Automated messages also had higher click rates than individual emails: 3.05 to 2.71 percent.

Similarly, messages with dynamic content—that is, targeted to the particular interests of a recipient group–-performed better than more general messages. Dynamic content messages had an open rate of 47 percent, compared to 38 percent of those that did not. Dynamic messages also correlated to lower unsubscribe rates. The findings were based on Higher Logic’s analysis of nearly 2 billion emails sent by approximately 1,500 associations in the United States, Australia and Canada in 2022 and 2023.

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