{"id":40549,"date":"2019-04-16T15:43:47","date_gmt":"2019-04-16T19:43:47","guid":{"rendered":"https:\/\/granicus.com\/blog\/email-marketing-benchmarks-in-the-public-sector-how-does-your-organisation-compare\/"},"modified":"2024-02-22T09:43:52","modified_gmt":"2024-02-22T14:43:52","slug":"email-marketing-benchmarks-in-the-public-sector-how-does-your-organisation-compare","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/email-marketing-benchmarks-in-the-public-sector-how-does-your-organisation-compare\/","title":{"rendered":"Email marketing benchmarks in the public sector &#8211; how does your organisation compare?"},"content":{"rendered":"","protected":false},"author":11,"featured_media":40550,"template":"","resource_tax_market":[186,187,188,189,190],"resource_tax_dept":[196],"resource_tax_type":[164],"resource_tax_region":[],"resource_tax_outcomes":[204],"resource_tax_topic":[],"resource_tax_products":[192],"resource_tax_solutions":[209],"resource_tax_services":[],"class_list":["post-40549","blog_posts","type-blog_posts","status-publish","has-post-thumbnail","hentry","resource_tax_market-local-government-uk","resource_tax_market-central-government-uk","resource_tax_market-healthcare-uk","resource_tax_market-emergency-services-uk","resource_tax_market-housing-uk","resource_tax_dept-communications-public-relations-uk","resource_tax_type-blogs-uk","resource_tax_outcomes-customer-experience-uk","resource_tax_products-govdelivery-uk","resource_tax_solutions-digital-communications-uk"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email marketing benchmarks in the public sector - how does your organisation compare? 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Is there time or resource for anything else?<\/p>\n<p>If communicators are to stand a chance of influencing the way people live their lives, the decisions they make, the services they access, and the opportunities they take up, they must be able to reach and engage the right people at the right moment on the right channel. They must capture attention and inspire action. How? The answer lies in knowing your audience, and the journey to this enlightenment must be guided by data.<\/p>\n<h2>What is the comms companion that has stood the test of time?<\/h2>\n<p>Where is your audience comfortable interacting with you? Where do they spend time? In our fragmenting media landscape and \u201calways on\u201d society, finding a way to control your message and cut through the \u201cnoise\u201d to reach your target audience can be a challenge.<\/p>\n<p>With the proliferation in recent years of so many social media and messaging platforms, figuring out which channels generate the best returns on investment (ROI) for your organisation may be somewhat daunting &#8211; and expensive, in terms of both time and money. But one trusty communications channel is standing the test of time, yes\u2026 you guessed right &#8211; it\u2019s email.<\/p>\n<p>Email continues to be a cost-effective way to reach and engage large audiences, and drive those people to act on specific calls-to-action (CTAs). It isn\u2019t going anywhere, and this expectation is backed up by the latest <a href=\"https:\/\/www.ofcom.org.uk\/research-and-data\/multi-sector-research\/cmr\/cmr-2018\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Ofcom market report<\/a> and research by the <a href=\"https:\/\/www.ons.gov.uk\/peoplepopulationandcommunity\/householdcharacteristics\/homeinternetandsocialmediausage\/bulletins\/internetaccesshouseholdsandindividuals\/2018\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Office of National Statistics<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-28943 size-full\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/uk_blog_image_email_marketing.png\" alt=\"email marketing stats\" width=\"1737\" height=\"545\" \/><\/p>\n<h2>How can you influence the success of your organisation?<\/h2>\n<p>As communicators map their work to strategic objectives, they must monitor communications performance to help turn \u201cI <em>think<\/em> this works\u201d into \u201cI <em>know <\/em>this works\u201d.<\/p>\n<p>Are your email bulletins a shot in the dark? As you hit send do you feel confident your messages will resonate with your target audience? Is there any science to your messaging strategy?<\/p>\n<p>At Granicus we recommend you continually review your email performance data to understand how well your communications are connecting with your audience and which messaging, design and content decisions hold the potential to yield the best results.<\/p>\n<p>Data can help identify who cares about your messages, what interests your audience most, which techniques are effective at eliciting a response, and most importantly, what tactics drive meaningful audience engagement that could affect your programme outcomes.<\/p>\n<h2>The Email Marketing Benchmarks and Best Practices Guide for the UK Public Sector<\/h2>\n<p>Granicus has produced a report, \u201c<a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Email Marketing Benchmarks and Best Practices for the UK Public Sector<\/a>\u201d, which analyses the email performance of nearly 200 UK government and public sector organisations who use our <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">govDelivery platform<\/a> to deliver digital communications.<\/p>\n<p><em><strong>The report provides an insight into email marketing-communications delivered by; central government, fire and rescue services, health organisations, local government, internal communicators and the police.<\/strong><\/em><\/p>\n<p>You can easily review the metric reports in the guide to compare your performance with others in your industry and to identify areas that may require improvement. The email marketing best practice tips and examples provided throughout the guide will help you sharpen your strategy for better results.<\/p>\n<p>Download the report and see how your organisation compares against others and, if you&#8217;d like to talk to us at Granicus about improving your engagement rates and increasing subscriber growth just <a href=\"https:\/\/uk.granicus.com\/contact-us\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">get in touch<\/a> &#8211; we&#8217;re always happy to help.<\/p>\n<p style=\"text-align: center;\"><a class=\"button\" href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report\">Download the report<\/a><\/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>Smart strategic use of digital communications by the public sector is more important than ever especially in the context of budget constraints and the ever-changing demands and expectations of the modern consumer.<\/p>\n<p>Communications teams must align their work wholeheartedly with customers\u2019 needs and organisational objectives, empowering and supporting programmes and services that foster safer, healthier and happier places to live and work. Is there time or resource for anything else?<\/p>\n<p>If communicators are to stand a chance of influencing the way people live their lives, the decisions they make, the services they access, and the opportunities they take up, they must be able to reach and engage the right people at the right moment on the right channel. They must capture attention and inspire action. How? The answer lies in knowing your audience, and the journey to this enlightenment must be guided by data.<\/p>\n<h2>What is the comms companion that has stood the test of time?<\/h2>\n<p>Where is your audience comfortable interacting with you? Where do they spend time? In our fragmenting media landscape and \u201calways on\u201d society, finding a way to control your message and cut through the \u201cnoise\u201d to reach your target audience can be a challenge.<\/p>\n<p>With the proliferation in recent years of so many social media and messaging platforms, figuring out which channels generate the best returns on investment (ROI) for your organisation may be somewhat daunting &#8211; and expensive, in terms of both time and money. But one trusty communications channel is standing the test of time, yes\u2026 you guessed right &#8211; it\u2019s email.<\/p>\n<p>Email continues to be a cost-effective way to reach and engage large audiences, and drive those people to act on specific calls-to-action (CTAs). It isn\u2019t going anywhere, and this expectation is backed up by the latest <a href=\"https:\/\/www.ofcom.org.uk\/research-and-data\/multi-sector-research\/cmr\/cmr-2018\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Ofcom market report<\/a> and research by the <a href=\"https:\/\/www.ons.gov.uk\/peoplepopulationandcommunity\/householdcharacteristics\/homeinternetandsocialmediausage\/bulletins\/internetaccesshouseholdsandindividuals\/2018\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Office of National Statistics<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-28943 size-full\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/uk_blog_image_email_marketing.png\" alt=\"email marketing stats\" width=\"1737\" height=\"545\" \/><\/p>\n<h2>How can you influence the success of your organisation?<\/h2>\n<p>As communicators map their work to strategic objectives, they must monitor communications performance to help turn \u201cI <em>think<\/em> this works\u201d into \u201cI <em>know <\/em>this works\u201d.<\/p>\n<p>Are your email bulletins a shot in the dark? As you hit send do you feel confident your messages will resonate with your target audience? Is there any science to your messaging strategy?<\/p>\n<p>At Granicus we recommend you continually review your email performance data to understand how well your communications are connecting with your audience and which messaging, design and content decisions hold the potential to yield the best results.<\/p>\n<p>Data can help identify who cares about your messages, what interests your audience most, which techniques are effective at eliciting a response, and most importantly, what tactics drive meaningful audience engagement that could affect your programme outcomes.<\/p>\n<h2>The Email Marketing Benchmarks and Best Practices Guide for the UK Public Sector<\/h2>\n<p>Granicus has produced a report, \u201c<a href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Email Marketing Benchmarks and Best Practices for the UK Public Sector<\/a>\u201d, which analyses the email performance of nearly 200 UK government and public sector organisations who use our <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">govDelivery platform<\/a> to deliver digital communications.<\/p>\n<p><em><strong>The report provides an insight into email marketing-communications delivered by; central government, fire and rescue services, health organisations, local government, internal communicators and the police.<\/strong><\/em><\/p>\n<p>You can easily review the metric reports in the guide to compare your performance with others in your industry and to identify areas that may require improvement. The email marketing best practice tips and examples provided throughout the guide will help you sharpen your strategy for better results.<\/p>\n<p>Download the report and see how your organisation compares against others and, if you&#8217;d like to talk to us at Granicus about improving your engagement rates and increasing subscriber growth just <a href=\"https:\/\/uk.granicus.com\/contact-us\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">get in touch<\/a> &#8211; we&#8217;re always happy to help.<\/p>\n<p style=\"text-align: center;\"><a class=\"button\" href=\"https:\/\/go.granicus.com\/2018-UK-Benchmark-Report\">Download the report<\/a><\/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\/40549","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\/40550"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40549"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40549"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40549"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40549"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40549"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40549"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40549"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40549"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40549"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40549"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}