{"id":40626,"date":"2020-09-03T23:02:54","date_gmt":"2020-09-04T03:02:54","guid":{"rendered":"https:\/\/granicus.com\/blog\/its-official-public-sector-emails-perform-better-than-private-sector-emails\/"},"modified":"2024-02-22T09:13:18","modified_gmt":"2024-02-22T14:13:18","slug":"its-official-public-sector-emails-perform-better-than-private-sector-emails","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/its-official-public-sector-emails-perform-better-than-private-sector-emails\/","title":{"rendered":"It\u2019s official \u2014 public sector emails perform better than private sector emails"},"content":{"rendered":"","protected":false},"author":11,"featured_media":40627,"template":"","resource_tax_market":[186,187,188,189,190],"resource_tax_dept":[196],"resource_tax_type":[164],"resource_tax_region":[],"resource_tax_outcomes":[204,207],"resource_tax_topic":[],"resource_tax_products":[192],"resource_tax_solutions":[209],"resource_tax_services":[],"class_list":["post-40626","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_outcomes-improve-service-delivery-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>It\u2019s official \u2014 public sector emails perform better than private sector emails | Granicus<\/title>\n<meta name=\"description\" content=\"Public sector emails perform at a level the private sector wishes they had. 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As Granicus only works with public sector organisations, I can share some interesting stats and reveal the benchmarks for email engagement in the UK public sector. There\u2019s some great news here \u2013 especially if you work in the public sector and want to get your important messages out to as many people as possible.<\/em><\/p>\n<p>I\u2019m happy to report that email engagement continues to rise. More people than ever before are signing up for updates from public sector organisations, and these organisations are beginning to use email for communications that are more than just newsletters.<\/p>\n<p><strong>How does the public sector compare to the private sector?<\/strong><\/p>\n<p>We\u2019ve all signed up for email updates from private sector organisations \u2014from special offers at your favourite pizza restaurant to a notification of when your dream home comes up for sale. Our inboxes are filled with emails enticing us to spend our money.<\/p>\n<p>The private sector has used email as a marketing tool for many years. Email helps increase sales, drive awareness, and improve the customer experience. Private organisations see email as a primary communications channel as it has a much higher return on investment (ROI) than other digital channels.<\/p>\n<p>Over the last couple of years, public sector organisations have realised the benefits of email for more than just newsletters \u2014to change behaviours, educate people, and help deliver critical outcomes.<\/p>\n<p>So\u2026 How do emails sent from public sector organisations compare to emails sent from private sector organisations?<\/p>\n<p><em>The stats below were compiled using 2019 data. We\u2019re seeing a huge increase at Granicus in open rates and click rates during the current Covid-19 pandemic, with staggering open rates of over 90% for customers sending their first email bulletins.<\/em><\/p>\n<p>Public sector organisations have open rates that most private companies would love (and pay good money to achieve). While median open rate for the private sector is 21%, the median open rate for public sector is 33%. If we look at the top 20% of govDelivery customers, their open rate is higher at 46%.<\/p>\n<p>In a world of disappearing budgets, the difference in a small percentage increase in open rates can be significant in terms of income generation. The more people opening your emails means more people learn about your services and take advantage of them.<\/p>\n<p>It\u2019s the same story with click rates.The median click rate of private sector emails is 2.5% and the median click rate for public sector emails is double that \u2014 5%. If we look at the top govDelivery accounts, they are getting click rates of 9%. Once again, the more people clicking on your emails means a higher conversion rate \u2014 more online transactions, more tickets booked, more applications completed, more payments made, etc.<\/p>\n<p>Why is this? Why is there such a difference in these email marketing metrics?<\/p>\n<p>Is it because we have some truly amazing comms people in the public sector? Is it because people trust the public sector more than the private sector? Is it because govDelivery has a 99.9% deliverability rate and high open rates, which means that important messages don\u2019t end up in spam folders?<\/p>\n<p>Either way, those who aren\u2019t taking advantage of email as a communications channel at the moment (and their willing potential audience) are missing out as there is a real appetite to receive targeted content via email about your services \u2014 yes, those 18 million people are waiting to hear from you!<\/p>\n<h2>2019 U.K. public sector benchmarks<\/h2>\n<p>Here are the 2019 email metrics for the UK public sector. We\u2019ve listed the median rates for all organisations using the govDelivery platform, and we included the rates that the top 20% of organisations are achieving. How do you compare?<\/p>\n<p><strong>Engagement rates<\/strong><\/p>\n<p>What is it? The engagement rate is the number of unique email recipients who opened an email or clicked on a link in an email over a 90-day period, divided by the total number of email recipients who received an email during that time period.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-29741\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/UKBenchmark-past-engagement-rates-300x106.png\" alt=\"Graphic shows the top 20% of gov agencies have a 79% engagement rate in 2019 compared to the median with 67%.\" width=\"700\" height=\"248\" \/><\/p>\n<p><strong>Open rates<\/strong><\/p>\n<p>What is it? The open rate is the number of recipients who opened an email compared to the number who received it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-29742\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/UKBenchmark-past-open-rates-300x146.png\" alt=\"Graphic shows top 20% of gov orgs had a 46% open rate compared to median with 33% in 2019\" width=\"700\" height=\"340\" \/><\/p>\n<p><strong>Click rates<\/strong><\/p>\n<p>What is it? The click rate is the number of recipients who clicked on an email compared to the total number who received it. Clicks are a strong metric for engagement with your email content.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-29743\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/UKBenchmark-past-click-rates-300x150.png\" alt=\"Graphic shows top 20% of gov orgs had 9% click rates in 2019 while median had 5% click rates.\" width=\"700\" height=\"350\" \/><\/p>\n<h4>Let&#8217;s talk data<\/h4>\n<p>Learn more about how metrics can help you determine the effectiveness of your outreach. <a href=\"https:\/\/resources.granicus.com\/2019-civic-engagement-benchmark-report\/p\/1\">See latest U.K. benchmarks&gt;&gt;<\/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><em>Granicus recently analysed the data of thousands of emails sent to UK subscribers via the <a href=\"https:\/\/uk.granicus.com\/solution\/govdelivery\/\">govDelivery<\/a> platform last year. As Granicus only works with public sector organisations, I can share some interesting stats and reveal the benchmarks for email engagement in the UK public sector. There\u2019s some great news here \u2013 especially if you work in the public sector and want to get your important messages out to as many people as possible.<\/em><\/p>\n<p>I\u2019m happy to report that email engagement continues to rise. More people than ever before are signing up for updates from public sector organisations, and these organisations are beginning to use email for communications that are more than just newsletters.<\/p>\n<p><strong>How does the public sector compare to the private sector?<\/strong><\/p>\n<p>We\u2019ve all signed up for email updates from private sector organisations \u2014from special offers at your favourite pizza restaurant to a notification of when your dream home comes up for sale. Our inboxes are filled with emails enticing us to spend our money.<\/p>\n<p>The private sector has used email as a marketing tool for many years. Email helps increase sales, drive awareness, and improve the customer experience. Private organisations see email as a primary communications channel as it has a much higher return on investment (ROI) than other digital channels.<\/p>\n<p>Over the last couple of years, public sector organisations have realised the benefits of email for more than just newsletters \u2014to change behaviours, educate people, and help deliver critical outcomes.<\/p>\n<p>So\u2026 How do emails sent from public sector organisations compare to emails sent from private sector organisations?<\/p>\n<p><em>The stats below were compiled using 2019 data. We\u2019re seeing a huge increase at Granicus in open rates and click rates during the current Covid-19 pandemic, with staggering open rates of over 90% for customers sending their first email bulletins.<\/em><\/p>\n<p>Public sector organisations have open rates that most private companies would love (and pay good money to achieve). While median open rate for the private sector is 21%, the median open rate for public sector is 33%. If we look at the top 20% of govDelivery customers, their open rate is higher at 46%.<\/p>\n<p>In a world of disappearing budgets, the difference in a small percentage increase in open rates can be significant in terms of income generation. The more people opening your emails means more people learn about your services and take advantage of them.<\/p>\n<p>It\u2019s the same story with click rates.The median click rate of private sector emails is 2.5% and the median click rate for public sector emails is double that \u2014 5%. If we look at the top govDelivery accounts, they are getting click rates of 9%. Once again, the more people clicking on your emails means a higher conversion rate \u2014 more online transactions, more tickets booked, more applications completed, more payments made, etc.<\/p>\n<p>Why is this? Why is there such a difference in these email marketing metrics?<\/p>\n<p>Is it because we have some truly amazing comms people in the public sector? Is it because people trust the public sector more than the private sector? Is it because govDelivery has a 99.9% deliverability rate and high open rates, which means that important messages don\u2019t end up in spam folders?<\/p>\n<p>Either way, those who aren\u2019t taking advantage of email as a communications channel at the moment (and their willing potential audience) are missing out as there is a real appetite to receive targeted content via email about your services \u2014 yes, those 18 million people are waiting to hear from you!<\/p>\n<h2>2019 U.K. public sector benchmarks<\/h2>\n<p>Here are the 2019 email metrics for the UK public sector. We\u2019ve listed the median rates for all organisations using the govDelivery platform, and we included the rates that the top 20% of organisations are achieving. How do you compare?<\/p>\n<p><strong>Engagement rates<\/strong><\/p>\n<p>What is it? The engagement rate is the number of unique email recipients who opened an email or clicked on a link in an email over a 90-day period, divided by the total number of email recipients who received an email during that time period.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-29741\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/UKBenchmark-past-engagement-rates-300x106.png\" alt=\"Graphic shows the top 20% of gov agencies have a 79% engagement rate in 2019 compared to the median with 67%.\" width=\"700\" height=\"248\" \/><\/p>\n<p><strong>Open rates<\/strong><\/p>\n<p>What is it? The open rate is the number of recipients who opened an email compared to the number who received it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-29742\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/UKBenchmark-past-open-rates-300x146.png\" alt=\"Graphic shows top 20% of gov orgs had a 46% open rate compared to median with 33% in 2019\" width=\"700\" height=\"340\" \/><\/p>\n<p><strong>Click rates<\/strong><\/p>\n<p>What is it? The click rate is the number of recipients who clicked on an email compared to the total number who received it. Clicks are a strong metric for engagement with your email content.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-29743\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/UKBenchmark-past-click-rates-300x150.png\" alt=\"Graphic shows top 20% of gov orgs had 9% click rates in 2019 while median had 5% click rates.\" width=\"700\" height=\"350\" \/><\/p>\n<h4>Let&#8217;s talk data<\/h4>\n<p>Learn more about how metrics can help you determine the effectiveness of your outreach. <a href=\"https:\/\/resources.granicus.com\/2019-civic-engagement-benchmark-report\/p\/1\">See latest U.K. benchmarks&gt;&gt;<\/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\/40626","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\/40627"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40626"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40626"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40626"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40626"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40626"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40626"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40626"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40626"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40626"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}