{"id":40421,"date":"2018-09-04T16:52:39","date_gmt":"2018-09-04T20:52:39","guid":{"rendered":"https:\/\/granicus.com\/blog\/email-marketing-vs-social-media\/"},"modified":"2024-02-22T09:46:20","modified_gmt":"2024-02-22T14:46:20","slug":"email-marketing-vs-social-media","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/email-marketing-vs-social-media\/","title":{"rendered":"Email marketing vs social 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Marketing"}}]}},"acf":{"page_type":"internal","external_url":"","page_template":"centered","sidebar_position":"right","post_author":"","post_date":"","post_description":"","post_link":"","post_file":false,"media_gallery":false,"project_metrics_title":"","project_metrics":false,"show_hero":false,"hero_margin":false,"hero_type":"image","hero_subhead":"","hero_headline":"","hero_text":"","hero_button":"","hero_icon":false,"hero_image":false,"sidebar_type":"sticky","content_builder_sidebar_group":{"content_builder_sidebar":false},"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p>Over the last few years there&#8217;s been a mad scramble to get people liking, following and engaging with their local council on social media.<\/p>\n<p>It&#8217;s not difficult to argue that social media has proved to be a great tool for localgov comms especially &#8211; with councils up and down the country having thousands of followers on the various social networking platforms.<\/p>\n<p>Social offers councils a platform to get in touch with residents, visitors, and businesses easily but how does it compare with (what some might say) the old fashioned (but trusty) channel of email?<\/p>\n<p>I&#8217;ve been looking at the audience numbers of a few of our customers\u2019 email marketing accounts, and it&#8217;s really interesting to see just how many people are subscribed to council email updates, and that\u2019s even after the GDPR list hygiene checks some councils undertook!<\/p>\n<p>Even better, compare those email subscriber figures with the councils\u2019 follower numbers on social media (Twitter, Facebook and Instagram for example) and you might be surprised&#8230;<\/p>\n<p>I know it&#8217;s not a fight &#8211; each channel has its purpose and works with the other channels to help bring the council&#8217;s vision to life, providing easy access to public services and answers to customers\u2019 needs. But, there is a clear winner.<\/p>\n<p>In terms of audience reach, email knocks social media out of the park.<\/p>\n<h3><strong>Snapshot from a handful of our customers in the West Midlands:<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20147\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/Graph-of-subscribers-vs-followers.png\" alt=\"Blog - email vs social comparison\" width=\"1212\" height=\"461\" \/><\/p>\n<p>Yes, that&#8217;s right: there are more people signed up for email updates from their local council than ALL of their social media followers added together. For instance, 756% more people are subscribed to Wolverhampton Council\u2019s email updates (delivered using <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a>) than are following the council on Twitter.<\/p>\n<p>If you&#8217;re not currently growing a large network of email subscribers, then you\u2019re missing out. The demand from local people for bitesize service- and topic-specific email updates is strong.<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><strong><em>As a great example, just look at what they&#8217;ve done in Wolverhampton. Their email subscriber base size is equivalent to 59% of their population. Nearly 150,000 people are signed up to receive email updates from the council. So if you want to reach large numbers, don&#8217;t ignore email.<\/em><\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>People <i>expect <\/i>you to be offering a digital communications service that directly meets their needs and interests, and targeted email marketing can service those needs and deliver impressive returns on investment for your organisation.<\/p>\n<h3><strong>Metrics to support your business case for email<\/strong><\/h3>\n<p>Optinmonster recently published some research that highlights how embedded email is in our everyday lives &#8211; over and above social media &#8211; and why you can\u2019t afford to neglect this channel. Here are some interesting metrics which will help you make the business case for a proper email marketing solution:<\/p>\n<table>\n<tbody>\n<tr>\n<td><\/td>\n<td>Email<\/td>\n<td>Facebook<\/td>\n<td>Twitter<\/td>\n<\/tr>\n<tr>\n<td>Total number of users<\/td>\n<td><a href=\"http:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2015\/02\/Email-Statistics-Report-2015-2019-Executive-Summary.pdf\">2.6 billion<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/264810\/number-of-monthly-active-facebook-users-worldwide\/\">1.7 billion<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/282087\/number-of-monthly-active-twitter-users\/\">313 million<\/a><\/td>\n<\/tr>\n<tr>\n<td>First online \u201ccheck\u201d of the day<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF1-TheDigitalMorning.pdf\">58%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF1-TheDigitalMorning.pdf\">11%<\/a><\/td>\n<td><a href=\"http:\/\/www.dreamgrow.com\/11-reasons-why-newsletter-beats-social-media\/\">2%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Use this channel at least daily<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">91%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">57%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">14%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Prefer this channel for permission-based promotional messages<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">77%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">4%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">1%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Most frequently used channel for personal messages<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">45%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">12%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">0%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Users check here for a deal from a company they know<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">44%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">4%<\/a><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>Users who made a purchase as the result of a marketing message from this channel<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">66%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">20%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">6%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Customers acquired<\/td>\n<td><a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">7%<\/a><\/td>\n<td><a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">&lt;1%<\/a><\/td>\n<td><a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">0%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Inbox placement rate \/ organic reach<\/td>\n<td><a href=\"https:\/\/returnpath.com\/wp-content\/uploads\/2015\/10\/2015-Deliverability-Benchmark-Report.pdf\">79%<\/a><\/td>\n<td><a href=\"http:\/\/www.convinceandconvert.com\/social-media-tools\/this-chart-explains-the-reachpocalypse-and-why-facebook-is-laughing-all-the-way-to-the-bank\/\">1-6%<\/a><\/td>\n<td><a href=\"http:\/\/marketingland.com\/facebook-twitter-impressions-90878\">&lt;1-30%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Open \/ click-through \/ engagement rate<\/td>\n<td><a href=\"https:\/\/support.getresponse.com\/uploads\/2016\/01\/The-State-of-Email-Marketing-by-Industry-January-2016.pdf\">18% OR \/ 3.7% CTR<\/a><\/td>\n<td><a href=\"https:\/\/www.mailmunch.co\/blog\/email-marketing-vs-social-media\/\">0.07%<\/a><\/td>\n<td><a href=\"https:\/\/www.mailmunch.co\/blog\/email-marketing-vs-social-media\/\">0.03%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Distribution of global content sharing activities<\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/283889\/content-sharing-primary-social-networks-worldwide\/\">4%<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/283889\/content-sharing-primary-social-networks-worldwide\/\">57%<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/283889\/content-sharing-primary-social-networks-worldwide\/\">18%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Delivers an excellent ROI<\/td>\n<td><a href=\"https:\/\/support.getresponse.com\/uploads\/2016\/01\/The-State-of-Email-Marketing-by-Industry-January-2016.pdf\">21%<\/a><\/td>\n<td colspan=\"2\"><a href=\"https:\/\/support.getresponse.com\/uploads\/2016\/01\/The-State-of-Email-Marketing-by-Industry-January-2016.pdf\">15%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Customer lifetime value<\/td>\n<td><a href=\"http:\/\/blog.custora.com\/custora-content\/uploads\/downloads\/2013\/07\/Custora_EcommSnapshotQ213.pdf\">+12%<\/a><\/td>\n<td><a href=\"http:\/\/blog.custora.com\/custora-content\/uploads\/downloads\/2013\/07\/Custora_EcommSnapshotQ213.pdf\">+1%<\/a><\/td>\n<td><a href=\"http:\/\/blog.custora.com\/custora-content\/uploads\/downloads\/2013\/07\/Custora_EcommSnapshotQ213.pdf\">-23%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Ownership<\/td>\n<td>Full ownership<\/td>\n<td><a href=\"https:\/\/www.facebook.com\/legal\/terms\">Account can be terminated<\/a><\/td>\n<td><a href=\"https:\/\/twitter.com\/tos\">Account can be terminated<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Source: <a href=\"https:\/\/optinmonster.com\/email-marketing-vs-social-media-performance-2016-2019-statistics\/\">Optinmonster<\/a><\/p>\n<p>As you can see, email marketing is more effective than social media across the board, with just one exception &#8211; sharing &#8211; but that\u2019s hardly surprising.<\/p>\n<h3><strong>Public sector email marketing outperforms other sectors<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20143\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/compare-sectors.png\" alt=\"Blog - compare sectors\" width=\"638\" height=\"191\" \/><\/p>\n<p><em>Snapshot from 2018\/19 <a href=\"https:\/\/uk.granicus.com\/resource\/email-marketing-benchmarks-and-best-practices-for-the-uk-public-sector\/\">Granicus Email Marketing Benchmarks and Best Practices<\/a>\u00a0<\/em><\/p>\n<p>It&#8217;s also worth noting that public sector email marketing outperforms all other sectors in terms of audience engagement rates. We&#8217;re helping our customers at all levels of local and central government use email marketing strategically to support outcome-focused programmes. With resources like Granicus\u2019 <a href=\"https:\/\/uk.granicus.com\/resource\/email-marketing-benchmarks-and-best-practices-for-the-uk-public-sector\/\">Email Marketing Benchmarks and Best Practices guide<\/a>, public sector organisations using <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a> can compare their performance with similar organisations and refine their comms to achieve better returns on investment.<\/p>\n<h3><strong>Let&#8217;s get started<\/strong><\/h3>\n<p><a href=\"https:\/\/uk.granicus.com\/contact-us\/\">Get in touch today<\/a> for a chat about how to start building a large audience for email and\/or SMS marketing. We\u2019ll help you keep more people informed and able to access the services that make their lives easier.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","button":""}}]},"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]},"centered_layout_builder_clone":{"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p>Over the last few years there&#8217;s been a mad scramble to get people liking, following and engaging with their local council on social media.<\/p>\n<p>It&#8217;s not difficult to argue that social media has proved to be a great tool for localgov comms especially &#8211; with councils up and down the country having thousands of followers on the various social networking platforms.<\/p>\n<p>Social offers councils a platform to get in touch with residents, visitors, and businesses easily but how does it compare with (what some might say) the old fashioned (but trusty) channel of email?<\/p>\n<p>I&#8217;ve been looking at the audience numbers of a few of our customers\u2019 email marketing accounts, and it&#8217;s really interesting to see just how many people are subscribed to council email updates, and that\u2019s even after the GDPR list hygiene checks some councils undertook!<\/p>\n<p>Even better, compare those email subscriber figures with the councils\u2019 follower numbers on social media (Twitter, Facebook and Instagram for example) and you might be surprised&#8230;<\/p>\n<p>I know it&#8217;s not a fight &#8211; each channel has its purpose and works with the other channels to help bring the council&#8217;s vision to life, providing easy access to public services and answers to customers\u2019 needs. But, there is a clear winner.<\/p>\n<p>In terms of audience reach, email knocks social media out of the park.<\/p>\n<h3><strong>Snapshot from a handful of our customers in the West Midlands:<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20147\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/Graph-of-subscribers-vs-followers.png\" alt=\"Blog - email vs social comparison\" width=\"1212\" height=\"461\" \/><\/p>\n<p>Yes, that&#8217;s right: there are more people signed up for email updates from their local council than ALL of their social media followers added together. For instance, 756% more people are subscribed to Wolverhampton Council\u2019s email updates (delivered using <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a>) than are following the council on Twitter.<\/p>\n<p>If you&#8217;re not currently growing a large network of email subscribers, then you\u2019re missing out. The demand from local people for bitesize service- and topic-specific email updates is strong.<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><strong><em>As a great example, just look at what they&#8217;ve done in Wolverhampton. Their email subscriber base size is equivalent to 59% of their population. Nearly 150,000 people are signed up to receive email updates from the council. So if you want to reach large numbers, don&#8217;t ignore email.<\/em><\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>People <i>expect <\/i>you to be offering a digital communications service that directly meets their needs and interests, and targeted email marketing can service those needs and deliver impressive returns on investment for your organisation.<\/p>\n<h3><strong>Metrics to support your business case for email<\/strong><\/h3>\n<p>Optinmonster recently published some research that highlights how embedded email is in our everyday lives &#8211; over and above social media &#8211; and why you can\u2019t afford to neglect this channel. Here are some interesting metrics which will help you make the business case for a proper email marketing solution:<\/p>\n<table>\n<tbody>\n<tr>\n<td><\/td>\n<td>Email<\/td>\n<td>Facebook<\/td>\n<td>Twitter<\/td>\n<\/tr>\n<tr>\n<td>Total number of users<\/td>\n<td><a href=\"http:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2015\/02\/Email-Statistics-Report-2015-2019-Executive-Summary.pdf\">2.6 billion<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/264810\/number-of-monthly-active-facebook-users-worldwide\/\">1.7 billion<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/282087\/number-of-monthly-active-twitter-users\/\">313 million<\/a><\/td>\n<\/tr>\n<tr>\n<td>First online \u201ccheck\u201d of the day<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF1-TheDigitalMorning.pdf\">58%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF1-TheDigitalMorning.pdf\">11%<\/a><\/td>\n<td><a href=\"http:\/\/www.dreamgrow.com\/11-reasons-why-newsletter-beats-social-media\/\">2%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Use this channel at least daily<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">91%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">57%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">14%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Prefer this channel for permission-based promotional messages<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">77%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">4%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">1%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Most frequently used channel for personal messages<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">45%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">12%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">0%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Users check here for a deal from a company they know<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">44%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">4%<\/a><\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>Users who made a purchase as the result of a marketing message from this channel<\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">66%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">20%<\/a><\/td>\n<td><a href=\"http:\/\/image.exct.net\/lib\/fe641570776d02757515\/m\/1\/SFF14-The2012ChannelPreferenceSurvey.pdf\">6%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Customers acquired<\/td>\n<td><a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">7%<\/a><\/td>\n<td><a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">&lt;1%<\/a><\/td>\n<td><a href=\"http:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\">0%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Inbox placement rate \/ organic reach<\/td>\n<td><a href=\"https:\/\/returnpath.com\/wp-content\/uploads\/2015\/10\/2015-Deliverability-Benchmark-Report.pdf\">79%<\/a><\/td>\n<td><a href=\"http:\/\/www.convinceandconvert.com\/social-media-tools\/this-chart-explains-the-reachpocalypse-and-why-facebook-is-laughing-all-the-way-to-the-bank\/\">1-6%<\/a><\/td>\n<td><a href=\"http:\/\/marketingland.com\/facebook-twitter-impressions-90878\">&lt;1-30%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Open \/ click-through \/ engagement rate<\/td>\n<td><a href=\"https:\/\/support.getresponse.com\/uploads\/2016\/01\/The-State-of-Email-Marketing-by-Industry-January-2016.pdf\">18% OR \/ 3.7% CTR<\/a><\/td>\n<td><a href=\"https:\/\/www.mailmunch.co\/blog\/email-marketing-vs-social-media\/\">0.07%<\/a><\/td>\n<td><a href=\"https:\/\/www.mailmunch.co\/blog\/email-marketing-vs-social-media\/\">0.03%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Distribution of global content sharing activities<\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/283889\/content-sharing-primary-social-networks-worldwide\/\">4%<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/283889\/content-sharing-primary-social-networks-worldwide\/\">57%<\/a><\/td>\n<td><a href=\"https:\/\/www.statista.com\/statistics\/283889\/content-sharing-primary-social-networks-worldwide\/\">18%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Delivers an excellent ROI<\/td>\n<td><a href=\"https:\/\/support.getresponse.com\/uploads\/2016\/01\/The-State-of-Email-Marketing-by-Industry-January-2016.pdf\">21%<\/a><\/td>\n<td colspan=\"2\"><a href=\"https:\/\/support.getresponse.com\/uploads\/2016\/01\/The-State-of-Email-Marketing-by-Industry-January-2016.pdf\">15%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Customer lifetime value<\/td>\n<td><a href=\"http:\/\/blog.custora.com\/custora-content\/uploads\/downloads\/2013\/07\/Custora_EcommSnapshotQ213.pdf\">+12%<\/a><\/td>\n<td><a href=\"http:\/\/blog.custora.com\/custora-content\/uploads\/downloads\/2013\/07\/Custora_EcommSnapshotQ213.pdf\">+1%<\/a><\/td>\n<td><a href=\"http:\/\/blog.custora.com\/custora-content\/uploads\/downloads\/2013\/07\/Custora_EcommSnapshotQ213.pdf\">-23%<\/a><\/td>\n<\/tr>\n<tr>\n<td>Ownership<\/td>\n<td>Full ownership<\/td>\n<td><a href=\"https:\/\/www.facebook.com\/legal\/terms\">Account can be terminated<\/a><\/td>\n<td><a href=\"https:\/\/twitter.com\/tos\">Account can be terminated<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Source: <a href=\"https:\/\/optinmonster.com\/email-marketing-vs-social-media-performance-2016-2019-statistics\/\">Optinmonster<\/a><\/p>\n<p>As you can see, email marketing is more effective than social media across the board, with just one exception &#8211; sharing &#8211; but that\u2019s hardly surprising.<\/p>\n<h3><strong>Public sector email marketing outperforms other sectors<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20143\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/compare-sectors.png\" alt=\"Blog - compare sectors\" width=\"638\" height=\"191\" \/><\/p>\n<p><em>Snapshot from 2018\/19 <a href=\"https:\/\/uk.granicus.com\/resource\/email-marketing-benchmarks-and-best-practices-for-the-uk-public-sector\/\">Granicus Email Marketing Benchmarks and Best Practices<\/a>\u00a0<\/em><\/p>\n<p>It&#8217;s also worth noting that public sector email marketing outperforms all other sectors in terms of audience engagement rates. We&#8217;re helping our customers at all levels of local and central government use email marketing strategically to support outcome-focused programmes. With resources like Granicus\u2019 <a href=\"https:\/\/uk.granicus.com\/resource\/email-marketing-benchmarks-and-best-practices-for-the-uk-public-sector\/\">Email Marketing Benchmarks and Best Practices guide<\/a>, public sector organisations using <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a> can compare their performance with similar organisations and refine their comms to achieve better returns on investment.<\/p>\n<h3><strong>Let&#8217;s get started<\/strong><\/h3>\n<p><a href=\"https:\/\/uk.granicus.com\/contact-us\/\">Get in touch today<\/a> for a chat about how to start building a large audience for email and\/or SMS marketing. We\u2019ll help you keep more people informed and able to access the services that make their lives easier.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","button":""}}]}},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]}},"call_to_action":{"hide_call_to_action":false,"color":"red","custom_cta":false,"custom_subhead":"","custom_headline":"","custom_description":"","custom_link":null,"custom_image":false}},"_links":{"self":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts\/40421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/40422"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40421"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40421"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40421"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40421"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40421"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40421"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40421"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40421"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40421"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}