Data from 13M+ emails across 201 associations using PropFuel
Last year, we released our first-ever Email Engagement Benchmarking Report, where we analyzed nearly 13 million emails sent by 201 associations to uncover what’s actually working in member email engagement and what’s not. We're breaking down key stats and takeaways from the report, which was built specifically for bold, curious marketing and membership pros looking to turn emails into action.
💬 From Broadcasts to Conversations
- Traditional “eblasts” are giving way to conversational engagement—starting with segmented audiences and asking simple, human questions. The result? More responses, deeper connections, and better data.
📊 The Power of Response Rates
Unlike clicks, responses reveal intent— reflecting genuine member engagement, providing actionable insights into preferences and needs.
- Average PropFuel Response Rate: 8.1%
- Industry Average Click Rate (nonprofit): 2.7%
🎯 Size Matters: Smaller Campaigns, Bigger Impact
Smaller, segmented campaigns deliver tailored messaging that’s more likely to resonate and prompt action.
📅 Timing & Reminders: Two Easy Wins
Less inbox competition + a second chance to respond = better engagement
- While 57.2% of emails are sent mid-week, small and medium-sized campaigns sent on weekends achieved the highest combined response rate of 10%.
- For small and medium-sized campaigns, response rates improved from 5.9% without reminders to 8.6% with reminders.
🧩 Campaign Types: Response Rates Breakdown
❓ Which Questions Perform Best?
Keep it simple. The fewer the choices, the higher the engagement.
🧠 Real-World Success Stories
- VECCS: A campaign offering a free Headspace subscription achieved a 15% response rate, doubling benefit usage.
- NEHRA: Their 12-step automated onboarding campaign saw response rates between 20% and 36%, setting a new standard for member interaction.
- Pennsylvania Medical Society: A simple yes/no question about membership renewal garnered 918 responses, with 64% indicating intent to renew.propfuel.com
Take Your Email Engagement to the Next Level
Looking to boost response rates and build stronger member connections? By making your emails more conversational and member-focused, you can spark meaningful interactions and uncover valuable insights.
📥 Download the Full 2024 Benchmark Report to explore the full data, trends, and strategies.
Clara Meek
Clara has built a career in membership and marketing, helping associations like the Biotechnology Innovation Organization (BIO), drive membership engagement, generate recruitment and retention strategies, and coordinate events. Clara is eager to leverage her expertise to help clients cultivate strong relationships and effectively connect with their members.
Originally from the Chicago suburbs, Clara has lived in various cities over the past decade and currently resides in Washington, D.C. When she's not working with clients, you can find her trying new restaurants, on the Peloton, or catching up on the Bravo Housewives.