U.K. communicators continue to send engaging emails that get seen, opened, and clicked. Scroll down to see the latest email marketing benchmarks.
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
Engagement Rates by Vertical
2019 Public Sector Engagement Report
56%
66%
50%
50%
69%
75%
65%
76%
69%
76%
68%
71%
86%
86%
Median
Top 20%
Central Government
Fire & Rescue
Health Organisations
Internal Communications
Local Government
London Councils
Police
Vertical
Median
Top 20%
Vertical
50%
66%
67%
55%
79%
68%
2019
2018
2017
Median
Top 20%
Engagement Rate
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
Open Rates by Vertical
22%
30%
21%
27%
24%
26%
32%
43%
Median
Top 20%
Central Government
Fire & Rescue
Health Organisations
Internal Communications
Vertical
Median
Top 20%
Vertical
25%
40%
33%
26%
46%
41%
2019
2018
2017
Median
Top 20%
Open Rate
Click Rates by Vertical
2019
2018
2017
Median
Top 20%
Click Rate
Past Click 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
156%
463%
149%
161%
443%
642%
2019
2018
2017
Median
Top 20%
Overlay Impact
Past Overlay Impact
An overlay is a small pop-up screen on a website (usually on the homepage) delivering an important offer or message. Overlay impact is 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 versus having a standalone subscription management page.
Overlay Impact
Metric 04
2.0
5.0
2.4
2.4
4.6
5.0
2019
2018
2017
Median
Top 20%
Past Subscriptions per subscriber Metrics
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
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Engagement
Rate
01
Open
Rate
02
Click
Rate
03
Overlay
Impact
04
Subscriptions
per Subscriber
05
2019
25%
30%
35%
20%
15%
10%
05%
0%
%
93.8
%
78.2
%
17.9
Email Metrics
Deep Dive
scrolL
Welcome
Engagement
Open Rate
Click Rate
Overlay Impact
Subscriptions
Conclusion
Welcome
Engagement
Open Rate
Click Rate
Overlay Impact
Subscriptions
Conclusion
Subscriptions per Subscriber by Vertical
Local Government
London Councils
Police
38%
45%
38%
41%
37%
37%
4.5%
8.4%
9.0%
9.0%
4.0%
5.0%
4.0%
6.4%
5.0%
8.0%
6.5%
7.2%
4.0%
4.0%
4.0%
7.6%
4.5%
6.4%
5.0%
8.0%
Median
Top 20%
Central Government
Local Government
London Councils
Police
Fire & Rescue
Health Organisations
Internal Communications
Vertical
Median
Top 20%
Vertical
69%
178%
117%
544%
202%
969%
304%
304%
1%
1%
65%
69%
137%
450%
Overlay Rate
Top 20%
Central Government
Local Government
London Councils
Police
Fire & Rescue
Health Organisations
Internal Communications
Vertical
Overlay RATE
Top 20%
Vertical
Overlay Impact by Vertical
Subscriptions per Subscriber
2.4%
4.0%
2.7%
4.2%
2.0%
2.8%
2.7%
2.7%
1.9%
4.3%
2.1%
2.8%
2.4%
4.2%
Median
Top 20%
Central Government
Local Government
London Councils
Police
Fire & Rescue
Health Organisations
Internal Communications
Vertical
Median
Top 20%
Vertical
Subscriptions Per Subscriber by Vertical
Wrexham County Borough Council Success Story
2019 Local Government Benchmark Full Report
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117%
544%
202%
969%
304%
304%
Local Government
London Councils
Police
Engagement Rates by Vertical
56%
66%
50%
50%
69%
75%
65%
76%
69%
76%
68%
71%
86%
86%
Median
Top 20%
Central Government
Fire & Rescue
Health Organisations
Internal Communications
Local Government
London Councils
Police
Vertical
4.0%
6.4%
4.0%
7.6%
4.5%
6.4%
5.0%
8.0%
5.0%
8.0%
6.5%
7.2%
4.0%
4.0%
Median
Top 20%
Central Government
Fire & Rescue
Health Organisations
Internal Communications
Local Government
London Councils
Police
Vertical
4.5%
8.4%
5.0%
4.0%
9.0%
9.0%
2019
2018
2017
Median
Top 20%
Past Click Rates
Open Rates by Vertical
22%
30%
21%
27%
24%
26%
32%
43%
38%
45%
38%
41%
37%
37%
Median
Top 20%
Central Government
Fire & Rescue
Health Organisations
Internal Communications
Local Government
London Councils
Police
Vertical
2.4%
4.0%
1.9%
4.3%
2.0%
2.7%
2.4%
4.2%
2.6%
4.2%
1.9%
2.7%
2.7%
2.7%
Median
Top 20%
Central Government
Fire & Rescue
Health Organisations
Internal Communications
Local Government
London Councils
Police
Vertical
Using A/B testing to drive click rates from 1 % to 10% in a mission to get residents signed up to eBilling
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2019 Public Sector Engagement Report