A Step-by-Step Guide to Boosting Engagement Rate
An important question government communicators need to ask themselves is, “How do I know if my engagement strategy is working? ”A good way to tell is by measuring and monitoring your digital engagement metrics, and then using those metrics to compare your strategy against your peers’.
That’s why Granicus created the 2017 Benchmark Report, which contains data from over 3,000 public-sector organizations across the U.S. and the U.K. We published this one-of-a-kind report to help organizations study and measure their own engagement rates, but also to identify best practices for continuous improvement.
One of the metrics that is most often discussed in response to the Benchmark Report is engagement rate. While it’s one of the most important metrics to monitor, engagement rate is also one of the hardest digital metrics to clearly define. In the Granicus Benchmark Report, engagement rate is defined as the metric that aggregates click and open rates over a period of 90 days, then is divided by the total number of emails sent to an audience. In other words, engagement rate is measuring your most active participants over a three-month period.
The 2017 Benchmark Report identifies the median engagement rate as 45 percent. Top performers (top 20 percent) will see an engagement rate of 60 percent or more (see the full infographic of metrics here).
Are you not seeing this level of engagement, or are you looking for best practices to become a top performer? We’ve dedicated this step-by-step guide to help you increase your engagement rate over time.