Newsletter Benchmark stats for: Member Associations, Internal Communications

By denise cox posted in Email Marketing,
Friday 09 September 2008

Email marketing excels in more than just the customer and prospect communication channels.

It works for a wide variety of communication channels, including: internal, franchise, retailers, education, resellers, stakeholders, press and member associations.

I recently aggregated three months worth of stats for all Member Association and all Internal Communication newsletters published through the Newsweaver system – and have included the top level metrics here.

Member Association newsletters, aggregated over three months:

Unique Opens to Delivered: 40%
Unique Clicks to Delivered: 20%

I also like to measure the Unique Click against only those who have opened: 51%

Internal communication newsletters, aggregated over three months:

Unique Opens to Delivered: 61%
Unique Clicks to Delivered: 27%

I also like to measure the Unique Click against only those who have opened: 45%

“Unique Open” – only one open per person is counted
“Unique Click” – only one click per person is counted
“Delivered” = sent minus permanent bounces

 

4 Responses to “Newsletter Benchmark stats for: Member Associations, Internal Communications”

  1. JB

    Denise,

    Is that an average unique open rate per send?

    Or does it mean that 40% of people opened at least once over those 3 months?

    Reply
  2. denise cox

    hi JB, thanks for your post.

    that’s an average of the unique open rates most of our clients are seeing from each of their sends.

    i often do stats for a client to see how many people on their own list opened at least once over several issues. but in this case it is aggregated mailing lists over many clients, so it wouldn’t work.

    cheers,
    denise

    Reply
  3. Boris Mahovac - Email Marketing Coach

    Those statistics are not bad, however I must brag a bit here: I volunteer for the local Friends of the Library as their email postmaster – we enjoy as much as 97% open rate.

    Since most of our emails have few, or no links, we don’t actually measure our click-through rates.

    Reply
  4. denise cox

    that’s fantastic boris. i imagine this reflects a very loyal readership, very engaged eager readers (every single time) … not to mention it is sent ONLY people who want to receive this publication. oh… and of course: quality content!! cheers, denise

    Reply

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