Average Hospice & Palliative Care Email Benchmarks
Hospice organisations communicate with families, donors, volunteers, and healthcare referral partners. The sensitive nature of the work requires a careful, compassionate tone. Average open rates range from 25% to 35%, with CTR between 3% and 6%.
Key Findings
- Open rates of 25–35%, with family support resources reaching 35-45%
- Click-through rates of 3–6%, with volunteer sign-up and donation links performing best
- Grief support and educational content sees strong engagement from families
- Referral partner communications require a separate, more clinical approach
Open Rate Benchmarks
| Email Type | Open Rate Range |
|---|---|
| Family Support & Grief Resources | 35-45% |
| Volunteer Recruitment & Updates | 28-36% |
| Donor & Fundraising Communications | 26-34% |
| Referral Partner Updates | 22-30% |
| Community Education & Events | 22-28% |
Best Practices
- Use a compassionate, supportive tone in all family-facing communications
- Segment families, donors, volunteers, and referral partners into separate lists
- Send grief support resources on a predictable schedule so families can anticipate them
- Keep referral partner emails clinical and professional
Frequently Asked Questions
What is a good open rate for hospice email campaigns? 25-35% is average, with family support content reaching 35%+. Sensitivity and relevance are more important than any optimisation tactic.
How can hospice organisations recruit volunteers through email? Share specific volunteer stories and impact metrics. Make the sign-up process simple with a direct link. Segment by volunteer interest type — patient support, administrative, fundraising, or event-based roles.
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