Let's Talk Data
Data is plentiful for government practitioners. With near-infinite website and email metrics, along with all the data that modern solutions can deliver, we have more information than ever. But what is a good number? And how do you act on the data?
Welcome to the 2019 Granicus Public Sector Engagement Report. Like previous years, it includes important benchmark metrics to help communicators gauge email and website success.
For three consecutive years, engagement with government email has increased steadily. In fact, 2019 brought a 10% growth rate for engagement compared to 2018.
Welcome
Benchmark Trends
0%
10%
20%
30%
40%
2019
2018
2017
50%
60%
70%
Engagement rate is measured as the number of email recipients who open or click on a link in an email.
Engagement is rising, likely for two reasons. First, government communicators are getting better at email. They’re harnessing email data and analytics to write more powerful subject lines, send more targeted and personalized messages, and create more-effective calls to action. Second, citizens are starting to expect email communications. With email, they’re able to subscribe to government communications most relevant to them. Citizens are then highly receptive to and engaged with those messages (and future ones). The average open rate for business-to-consumer emails is 17%. Top government communicators in Granicus average double that number (34%).
INSIGHT
Insight
Engagement is rising, likely for two reasons. First, government communicators are getting better at email. They’re harnessing email data and analytics to write more powerful subject lines, send more targeted and personalised messages, and create more-effective calls to action. Second, citizens are starting to expect email communications. With email, they’re able to subscribe to government communications most relevant to them. Citizens are then highly receptive to and engaged with those messages (and future ones). The average open rate for business-to-consumer emails is 17%. Top government communicators in Granicus average double that number (34%).
0%
10%
20%
30%
40%
50%
60%
70%
2019
2018
2017
2017
2019
2018
Top 4
What are the trends? How do you compare? Scroll down for a snapshot of success in digital engagement.
U.S. Email Engagement Keeps Rising
Trend 02
2019
2018
2017
Engagement Rate
Medium
Top 20%
52%
47%
45%
66%
61%
60%
Engagement rate is measured as the number of email recipients who open or click on a link in an email.
2019
25%
30%
35%
20%
15%
10%
05%
0%
%
93.8
%
78.2
%
17.9
Public Sector Engagement
2019 Benchmark report for
scrolL
Email engagement rates in the U.K. have been increasing over the past few years. Granicus measures to key metrics: median rate (of over 10 billion government emails) and the top 20% (average of the top fifth of elite government communicators). The U.K. has landed all-time highs for both median and top 20% engagement rates. Their numbers are 11-12% higher than in 2018.
Engagement Hits All-Time High
Trend 01
Insight
The General Data Protection Regulation (GDPR), which came into effect in 2018, was initially met by many with alarm. This data serves as proof that concerns can be, for the most part, put to rest. By removing inactive email subscribers (one of GDPRs many mandates), government email teams are getting a truer, more actionable picture of engagement levels.
Thriving engagement in the U.K. quiets GDPR concerns.
50%
66%
67%
55%
79%
68%
2019
2018
2017
Median
Top 20%
Engagement Rate
Traditional desktop computers are still the dominant access point for government websites. But they continue to lose ground to mobile devices, which have become more popular for discovering and engaging with government content.
Citizens Are Still Mobilising
Trend 03
Insight
Mobile phones have become the access point for everything, including government services. In fact, 95% of U.K. households have a mobile phone, according to Statista. Governments that want to influence and engage the next generation of citizens should plan to make their websites mobile-friendly — with dynamic page flow, dynamic sizing, and improved clickability. Otherwise, they risk providing a lackluster experience to 42% of visitors.
View More Email Metrics
Dive further into email benchmarks in our data deep dive.
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Keep going and dive deeper into email benchmarks in our data deep dive.
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View More U.K. Email Metrics
Dive further into email benchmarks for the U.K. in our data deep dive.
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52.8%
53.7%
41.6%
40.1%
2018/19
2017/18
Desktop
Mobile
Website Traffic By Device
More citizens are accessing government websites and emails on mobile devices.
Tablet
5.6%
6.2%
45%
60%
52%
47%
66%
61%
2019
2018
2017
Median
Top 20%
Engagement Rate
View More Website Metrics
Dive further into website metrics for government in our data deep dive.
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How do citizens find content on government websites? An overwhelming majority of visits begin with their search engine of choice. Direct traffic — when a visitor types in a URL or uses a browser bookmark — accounts for just over a quarter of website visits.
Citizen Journeys Start With Search
Trend 04
Insight
A well-designed, user-friendly homepage is still a critical tool for your programs and services. Keep in mind, though, that many citizens are finding government after searching for terms like “pay water bill.” Takeaways? Spend time optimising highly trafficked internal web pages with strategic keywords to connect citizens directly to what they need.
63%
28%
6%
Organic
Direct
Organic traffic (traffic from search engines) drives most government website visits.
Referral
Website Traffic By Source
3%
Social
View More Website Metrics
Dive further into website metrics for government in our data deep dive.
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Email
Web Sources
U.S. Email
Web Devices
The metrics in this report are based on annual data of more than 4,200 government organisations worldwide, with 300 being UK public sector organisations that use Granicus solutions. For email metrics, figures represent the median. For website metrics, figures represent the average.
Benchmark Data
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Intro
Email
U.S. Email
Web Devices
Web Sources
Digital Services
Boards
Meetings
Conclusion
Intro
Email
U.S. Email
Web Devices
Web Sources
Conclusion
