MemberWise Quick Poll Results – Member Email Open Rates

Our most recent MemberWise Quick Poll temperature checked Member Email Open Rates. The poll was open for 3 weeks and 37 membership organisations/associations responded. The largest proportion of membership bodies achieved an average open rate of 21-30% of emails sent.

We outline the spread of results below:

• Less than 4% Open-Rate  (2.7%)
• 5% to 10% Open-Rate (0%)
• 11% to 20% Open-Rate (2.7%)
• 21% to 30% Open-Rate (27%)
  
• 31% to 40% Open-Rate (24.4%)
• 41% to 50% Open-Rate (21.6%)
• 51% to 60% Open-Rate (21.6%)

The overall average number of email opens across industries is 21.33%, however this varies between sectors. (Source: MailChimp Research, 2019)

Other sectors:

• Computer & Electronics (19%)
• Business Services (20%)
• Software and Internet (20%)
• Media and Entertainment (21%)
• Telecommunications (21%)
• Health, Pharmaceuticals, and Biotech (21%)
• Retail (23%)
• Financial Services  (23%)
• Manufacturing (23%)
• Education (25%)
• Real Estate and Construction (26%)

(Source: Hubspot Research, 2019)

Context
A notable number of organisations achieved between 41% and 60% (much higher than any of the other sector averages) and we assume this is because on average members perceive there to be more value in member emails (from their membership organisation or association) and are therefore more pre-disposed to opening these emails (a direct link to member value here!). The context of the emails will also play a big part, along with the appeal of the Subject wording.

Back in 2017 we benchmarked Open-Rates (via the Digital Excellence Report)  and the average was between 21% and 40%. The Membership and Association Sector Average has therefore remained somewhat constant with 94.6% of organisations achieving at least 21%.

Take part in our next MemberWise Quick Poll
Our next online MemberWise Quick Poll drills deeper and we explore Email Click-Through rates. Take part today! You will immediately be able to benchmark (anonymously) your current average click-through rate with other organisations.