2019
25%
30%
35%
20%
15%
10%
05%
0%
%
93.8
%
78.2
%
17.9
U.S. Email Metrics
Deep Dive
scrolL
Government communicators continue to improve email metrics across the board — from open rates to click rates and more. Scroll down for a closer look at email data by year, market, and vertical.
Email Lives On
Welcome
52%
62%
37%
55%
Overall
Top 20%
Agriculture
Courts & Public Defense
Vertical
Defense & Reserve
Diplomacy & Foriegn Policy
Economic Dept. & Labor
Education
Elected Official
Enviornmental Protection
Finance & Commerce
Fire
Fish, Game & Parks
Health & Human Services
History, Arts & Culture
Housing
Internal Administration
IT & Enterprise Services
Metropolitan Planning Org
Port & Harbor
Public Safety
Public Works & Utilities
Regulatory & Standards
Science & Research
Tourism
Transportation & Transit
Veterans
Water & Sanitation
57%
70%
53%
54%
42%
52%
57%
70%
32%
57%
47%
55%
46%
56%
77%
77%
54%
50%
48%
60%
50%
63%
47%
55%
56%
68%
56%
68%
66%
66%
45%
49%
49%
63%
54%
56%
48%
58%
38%
55%
41%
46%
53%
63%
40%
55%
52%
60%
What is it? 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.
Engagement Rate
Metric 01
Past Engagement Rates
2019 Public Sector Engagement Report
66%
52%
61%
47%
2019
60%
45%
2018
2017
What is it? The number of recipients who opened an email compared to the number who received it. Subject lines have the greatest impact on this metric.
Open Rate
Metric 02
Past Open Rates
What is it? 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.
Click Rate
Metric 03
2019
2018
2017
32%
21%
31%
21%
34%
22%
Past Overlay Impacts
An overlay is a small pop-up screen on a website (usually on the homepage) delivering an important offer or message. Many governments use overlays to earn more subscribers. What is overlay impact? The total number of overlay subscribers divided by the total number of subscribers from direct sign-ups. It shows how much more effective an overlay is than having a simple subscription management page.
Overlay Impact
Metric 04
0%
300%
600%
900%
1200%
1500%
1800%
2100%
2019
2018
2017
175%
618%
162%
597%
144%
1564%
Past Subscriptions per Subscriber
What is it? The number of topics for which an individual has signed up to receive email updates, calculated by dividing total subscriptions by total subscribers. Citizens who opt-in to more than one subscription are more engaged.
Subscriptions per Subscriber
Metric 05
50%
40%
30%
20%
10%
0%
Top 20%
Median
2019
2018
2017
3.9
2.0
3.9
2.1
3.9
2.1
Engagement
Rate
01
Open
Rate
02
Click
Rate
03
Overlay
Impact
04
Subscriptions
per Subscriber
05
Learn how our Digital Engagement Services team boosts engagement and drives results.
Learn More
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Past Click Rates
2019
2018
2017
0%
2%
4%
6%
8%
10%
2.0%
6.0%
2.0%
5.0%
2.9%
6.3%
Welcome
Email
Open Rate
Click Rate
Overlay Impact
Subscriptions
Conclusion
Welcome
Engagement
Open Rate
Click Rate
Overlay Impact
Subscriptions
Conclusion
Top 20%
Median
Top 20%
Median
Top 20%
Median
Top 20%
Median
50%
Learn how the govDelivery Communications Cloud delivers effortless engagement.
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2019 Local Government Benchmark Full Report
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