Chatham EDC’s email marketing efforts continue to generate strong engagement when compared to industry benchmarks for smaller economic development organizations (EDOs).
Current performance data shows an average open rate of 34.1%, placing Chatham EDC within the expected range for organizations of similar size. More notably, the newsletter’s 7.4% click-through rate significantly exceeds the industry average of 2–4%, indicating that subscribers are not only opening emails but actively engaging with the content. In fact, Chatham EDC’s click-through rate falls above the 6% threshold often considered excellent for organizations of this size.
The organization’s unsubscribe rate remains at 0%, reflecting a healthy and highly relevant communication strategy that resonates with its audience. This suggests subscribers find value in the information being shared and are choosing to remain connected.
One area identified for improvement is the bounce rate, currently at 1.5%. While this metric does not impact overall engagement success, it indicates an opportunity to strengthen the quality of the mailing list through routine contact verification and database maintenance. Reducing bounced emails can help improve deliverability and ensure communications consistently reach intended recipients.
Overall, the data demonstrates that Chatham EDC’s newsletter program is performing well, with engagement levels that exceed many industry benchmarks and provide a strong foundation for continued audience growth and communication effectiveness.
