AMERICAN HANDGUNNER
Insider Newsletter
Weekly newsletter mails to enthusiasts who have a strong interest in handguns for self-defense and sport.
Open Rate: 31%
Click to Open Rate: 14%
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Discover An Engaged Audience Here:
Discover an engaged audience of gun enthusiasts who like the email content from FMG Publications. (Photo: Adobe Stock)
Mailbox-Busting Open Rates
Each week, FMG Publications distributes nine niche email newsletters to more than 168,000 unique subscribers who have opted in to receive our content. But, subscribers are just one piece of the puzzle.
Similar to follows and likes on social media, email subscribers are somewhat of a vanity metric. While of course we’re constantly working to grow our newsletter distribution lists, our engagement metrics — which center on list quality versus quantity — are tops in the industry.
Across all industries, the average email open rate is 19.8% and the bounce rate is 9.4%, according to Constant Contact. And thanks to Apple’s Mail Privacy Protection efforts, there’s a new metric at play: the click-to-open rate, which indicates the percentage of people who opened your email and then clicked a link within that email. In 2021, the average click-to-open rate was 10.5% across all industries.
In the past 30 days, FMG’s newsletters have seen an average open rate of 33% — 13% more than the average across all industries.
We’re sticklers about keeping clean lists, so our bounce rate holds at 1–3% consistently. What’s our average click-to-open rate? 15%. Again, significantly greater than the average across all industries.
What this means for our advertising partners is the opportunity to get your products delivered directly to the inboxes of highly engaged niche audiences. Want to learn more about what options and dates are available? Contact your account manager today!
NORTH EAST Amy Tanguay | amy.tanguay@fmghq.com
SOUTH EAST Tom Vorel | tom.vorel@fmghq.com
WEST Delano Amaguin | delano.amaguin@fmghq.com
See below for a list of email marketing opportunities
with open and engagement data.
AMERICAN HANDGUNNER
GUNS Magazine
Insider Newsletter
Engaged enthusiasts read this weekly newsletter for gun and related product updates.
Open Rate: 29%
Click to Open Rate: 14%
First Look Newsletter
Email subscribers who have an interest in learning about the latest and greatest new products in the gun industry.
Open Rate: 32%
Click to Open Rate: 12%
Wheelgun Wednesday
Newsletter
Content includes a look at new and current revolver models as well as classics from a 68-year collection of features from the world’s most popular writers.
Open Rate: 40%
Click to Open Rate: 29%
Guncrank Chronicles
Newsletter
A good story is always worth retelling. Guncrank subscribers look forward to the next batch of finely crafted adventure memoirs, gun history and tall gun tales in every Friday edition.
Open Rate: 36%
Click to Open Rate: 20%
Carry Options
Newsletter
The fully engaged carry option enthusiasts who subscribe to this show continued interest in holsters, lights, ammunition, aiming devices, storage solutions and training specifically for everyday carry.
Open Rate: 36%
Click to Open Rate: 23%
Personal Defense
Newsletter
Pro-gun consumers regularly seek their own alternatives for self and family protection. This series help them discover the best options for gun selection, ammunition, accessories, training and less-lethal solutions.
Open Rate: 36%
Click to Open Rate: 24%
GUNS Podcast
Newsletter
Expert commentary and entertaining interviews with the most interesting people in the shooting industry.
Open Rate: 39%
Click to Open Rate: 10%
Shooting Industry
Dealer Advantage
Newsletter
Targeting active gun business owners, product buyers, manufacturers and distributors with product news, industry updates and business program details.
Open Rate: 29%
Click to Open Rate: 11%
American COP
Newsletter
Serving police and LE personnel who buy, use and influence equipment purchases and use content regularly to defensive tactics.
Open Rate: 32%
Click to Open Rate: 10%
