{"id":40457,"date":"2018-10-18T10:07:02","date_gmt":"2018-10-18T14:07:02","guid":{"rendered":"https:\/\/granicus.com\/blog\/is-this-open-rate-good-email-statistics-the-public-sector-needs-to-know\/"},"modified":"2024-02-22T09:44:58","modified_gmt":"2024-02-22T14:44:58","slug":"is-this-open-rate-good-email-statistics-the-public-sector-needs-to-know","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/is-this-open-rate-good-email-statistics-the-public-sector-needs-to-know\/","title":{"rendered":"Is this open rate good? 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Fortunately, the modern digital world of comms is one awash with numbers. Let&#8217;s focus on email marketing-communications, since email remains kingpin of the marketing mix (and it&#8217;s what we know best). You&#8217;ve got open rates, engagement rates, click rates, subscription rates \u2013 there\u2019s a number for everything!<\/p>\n<p>But even when you have the email metrics at your disposal, what are you to do with them? Is a 20 per cent open rate &#8220;good&#8221; or &#8220;bad&#8221;? If on average your subscribers are opting to receive two different email updates from your organisation (two subscriptions-per-subscriber), is this an indication you have an engaged well-served audience?<\/p>\n<p>And why do these metrics matter? What can they say about the potential success of your campaigns, programmes and services?<\/p>\n<p>&nbsp;<\/p>\n<h3>Performance statistics for the public sector only &#8211; because it&#8217;s special<\/h3>\n<p>Granicus set out to provide clarity to the public sector by releasing the <a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=blog\">2018\/19 Email Marketing Benchmarks and Best Practices<\/a> guide \u2014 the only major communications report that focuses exclusively on numbers government and public services in the UK can use to compare &#8220;apples to apples&#8221;.<\/p>\n<p>We think this is important because 1) the nature and purpose of public sector comms can be extremely unique, and 2) it consistently exceeds the private and non-profit sectors&#8217; email marketing performance in terms of audience engagement.<\/p>\n<p>&nbsp;<\/p>\n<h3>Data from 200 public services<\/h3>\n<p>Our latest numbers pull together statistics from nearly 200 organisations using <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a>\u00a0&#8211; a secure digital engagement platform for the public sector.<\/p>\n<p>The report covers a number of different performance metrics, benchmarks, and examples of great emails achieving results. We&#8217;ve shared <a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=blog\">more details in the guide.<\/a>\u00a0Here&#8217;s a quick overview of the metrics that matter most:<\/p>\n<p>&nbsp;<\/p>\n<h3>Engagement rate<\/h3>\n<p><strong>What is it?<\/strong> The number of unique email recipients who opened an email or clicked on a link in an email over a period of 90 days, divided by the total number of people who received an email during that time.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20333\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/engagement.png\" alt=\"Engagement rate graph \" width=\"778\" height=\"315\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Open rate<\/h3>\n<p><strong>What is it?<\/strong> The number of recipients who opened an email divided by the number who received it.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20334\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/open.png\" alt=\"open rate graph\" width=\"777\" height=\"267\" \/><\/p>\n<h3>Click rate<\/h3>\n<p><strong>What is it?<\/strong> The number of recipients who clicked a link in an email divided by the total number who received it.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20335\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/click.png\" alt=\"click rate graph\" width=\"785\" height=\"248\" \/><\/p>\n<h3>Overlay impact rate<\/h3>\n<p><strong>What is it?<\/strong> The number of people subscribing to an organisation\u2019s updates via a web overlay (data capture form), divided by the total number of subscribers who signed up online through a subscription link (12-month average).<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20336\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/overlay.png\" alt=\"overlay impact rate graph\" width=\"784\" height=\"338\" \/><\/p>\n<p>Want a deeper dive into each of these email statistics (including annual trends), tips for improving your metrics and case studies? Download the entire 2018 Granicus Benchmark Report now.<\/p>\n<h3>Network impact rate<\/h3>\n<p><strong>What is it?<\/strong> The number of people subscribing via another organisation in Granicus&#8217; network (which is growing fast, with nearly 200 UK-based organisations using govDelivery already), divided by the total number of subscribers who signed up online through a subscription link (12-month average).<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20337\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/network.png\" alt=\"network impact rate graph\" width=\"778\" height=\"320\" \/><\/p>\n<h3>Subscriptions-per-subscriber<\/h3>\n<p><strong>What is it?<\/strong> The number of \u201ctopics\u201d an individual has signed up to receive email updates for, calculated by dividing total subscriptions by total subscribers.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20338\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/subs-per-sub.png\" alt=\"subscriptions per subscriber chart\" width=\"781\" height=\"190\" \/><\/p>\n<h3>Want to dive deeper into each of these email statistics?<\/h3>\n<p>Download the <a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=blog\">Email Marketing Benchmarks and Best Practices for the UK Public Sector<\/a> for:<\/p>\n<ul>\n<li>Average performance metrics for central government, local authorities, London borough councils, the police, fire and rescue services and health organisations<\/li>\n<li>Easy ways to improve your numbers<\/li>\n<li>Case study examples of email marketing good practice<\/li>\n<\/ul>\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>You can\u2019t gauge your success if you can\u2019t measure it to begin with. Fortunately, the modern digital world of comms is one awash with numbers. Let&#8217;s focus on email marketing-communications, since email remains kingpin of the marketing mix (and it&#8217;s what we know best). You&#8217;ve got open rates, engagement rates, click rates, subscription rates \u2013 there\u2019s a number for everything!<\/p>\n<p>But even when you have the email metrics at your disposal, what are you to do with them? Is a 20 per cent open rate &#8220;good&#8221; or &#8220;bad&#8221;? If on average your subscribers are opting to receive two different email updates from your organisation (two subscriptions-per-subscriber), is this an indication you have an engaged well-served audience?<\/p>\n<p>And why do these metrics matter? What can they say about the potential success of your campaigns, programmes and services?<\/p>\n<p>&nbsp;<\/p>\n<h3>Performance statistics for the public sector only &#8211; because it&#8217;s special<\/h3>\n<p>Granicus set out to provide clarity to the public sector by releasing the <a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=blog\">2018\/19 Email Marketing Benchmarks and Best Practices<\/a> guide \u2014 the only major communications report that focuses exclusively on numbers government and public services in the UK can use to compare &#8220;apples to apples&#8221;.<\/p>\n<p>We think this is important because 1) the nature and purpose of public sector comms can be extremely unique, and 2) it consistently exceeds the private and non-profit sectors&#8217; email marketing performance in terms of audience engagement.<\/p>\n<p>&nbsp;<\/p>\n<h3>Data from 200 public services<\/h3>\n<p>Our latest numbers pull together statistics from nearly 200 organisations using <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a>\u00a0&#8211; a secure digital engagement platform for the public sector.<\/p>\n<p>The report covers a number of different performance metrics, benchmarks, and examples of great emails achieving results. We&#8217;ve shared <a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=blog\">more details in the guide.<\/a>\u00a0Here&#8217;s a quick overview of the metrics that matter most:<\/p>\n<p>&nbsp;<\/p>\n<h3>Engagement rate<\/h3>\n<p><strong>What is it?<\/strong> The number of unique email recipients who opened an email or clicked on a link in an email over a period of 90 days, divided by the total number of people who received an email during that time.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20333\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/engagement.png\" alt=\"Engagement rate graph \" width=\"778\" height=\"315\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Open rate<\/h3>\n<p><strong>What is it?<\/strong> The number of recipients who opened an email divided by the number who received it.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20334\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/open.png\" alt=\"open rate graph\" width=\"777\" height=\"267\" \/><\/p>\n<h3>Click rate<\/h3>\n<p><strong>What is it?<\/strong> The number of recipients who clicked a link in an email divided by the total number who received it.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20335\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/click.png\" alt=\"click rate graph\" width=\"785\" height=\"248\" \/><\/p>\n<h3>Overlay impact rate<\/h3>\n<p><strong>What is it?<\/strong> The number of people subscribing to an organisation\u2019s updates via a web overlay (data capture form), divided by the total number of subscribers who signed up online through a subscription link (12-month average).<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20336\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/overlay.png\" alt=\"overlay impact rate graph\" width=\"784\" height=\"338\" \/><\/p>\n<p>Want a deeper dive into each of these email statistics (including annual trends), tips for improving your metrics and case studies? Download the entire 2018 Granicus Benchmark Report now.<\/p>\n<h3>Network impact rate<\/h3>\n<p><strong>What is it?<\/strong> The number of people subscribing via another organisation in Granicus&#8217; network (which is growing fast, with nearly 200 UK-based organisations using govDelivery already), divided by the total number of subscribers who signed up online through a subscription link (12-month average).<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20337\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/network.png\" alt=\"network impact rate graph\" width=\"778\" height=\"320\" \/><\/p>\n<h3>Subscriptions-per-subscriber<\/h3>\n<p><strong>What is it?<\/strong> The number of \u201ctopics\u201d an individual has signed up to receive email updates for, calculated by dividing total subscriptions by total subscribers.<\/p>\n<p><strong>Latest numbers:<\/strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20338\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/subs-per-sub.png\" alt=\"subscriptions per subscriber chart\" width=\"781\" height=\"190\" \/><\/p>\n<h3>Want to dive deeper into each of these email statistics?<\/h3>\n<p>Download the <a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report?utm_source=blog&amp;utm_medium=blog&amp;utm_campaign=blog\">Email Marketing Benchmarks and Best Practices for the UK Public Sector<\/a> for:<\/p>\n<ul>\n<li>Average performance metrics for central government, local authorities, London borough councils, the police, fire and rescue services and health organisations<\/li>\n<li>Easy ways to improve your numbers<\/li>\n<li>Case study examples of email marketing good practice<\/li>\n<\/ul>\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\/40457","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\/40458"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40457"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40457"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40457"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40457"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40457"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40457"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40457"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40457"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40457"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}