Email remains one of the most effective channels for associations to engage members — but the benchmark for “good” performance is shifting.

Higher Logic’s 2025/26 Association Email Benchmark Report provides the latest, data-driven view of association email performance, based on anonymised data from 1,500+ associations and nonprofits.

In a landscape where inbox competition is intensifying and open rates are under pressure industry-wide, this report equips you with real benchmarks to assess your 2026 performance and strategy. You’ll find up-to-date metrics on:

• Average open, click, & unsubscribe rates 

• Why clicks are a better measure of engagement than opens 

• The performance effect of segmentation, automation, list size, subject lines, & timing

• Industry-specific trends

Importantly, the research reinforces what many email marketers now prioritise: clicks and engagement quality are more meaningful than opens alone, particularly as privacy-related changes make open rates less reliable. Targets like click-through rate and behavioural engagement increasingly reflect actual member interest.

One clear theme? Associations that invest in targeted segmentation, behavioural data and personalised messaging outperform broad, one-size-fits-all campaigns. These strategies are linked with stronger retention, higher event participation and deeper member advocacy.

Explore the full 2025/26 Association Email Benchmark Report for detailed insights and benchmarks: https://hubs.li/Q0446RKY0

Want to go deeper? These insights will also feature in the upcoming Member Insights 2026: Key Findings from Membership Surveys & Benchmarks webinar, exploring broader membership trends shaping the year ahead.

Register here: https://associations.net.au/events/member-insights-2026-key-findings-from-membership-surveys/alias.html