The e-newsletter Thinkshift produces for the California Natural Gas Vehicle Coalition (CNGVC) has once again made the quarterly Vertical Response 500 list, this time at number 17—up from 264.

The e-mail marketing award recognizes top-performing Vertical Response customers. To qualify, customers must send four or more e-mails and achieve average open rates above 20 percent and click rates above 4 percent. The CNGVC newsletter typically gets open rates in the mid to high 20 percent range, and clickthrough rates in the mid 20 percent to high 30 percent range.

The consistent success of this newsletter just goes to show that substantive content, carefully tailored to audience interests, will shine through the clutter.