Before you get started, it's important to get to grips with email terminology. It will help you to analyse response rates and measure the success of your messaging.
Bounce backs: Percentage of emails that fail to reach recipients
Click-through rate: The percentage of recipients who click on a particular link within an email.
Conversion rates: The number of recipients who have completed an action as a result of an email.
Engagement rate: This is a percentage figure based on the combined click-through rate and open rate of an email.
Open rate: The percentage of recipients who open an email.
Opt-in: This is when you give residents the option to sign-up to receive an email. Giving individuals the option to opt-in will ensure you are adhering with data protection.
Subject line: This is the field where you input what the message is about. It's important to ensure this is compelling and engaging, to ensure recipients open the email.
Subscription rates: The percentage of a total resident population reached.
GovDelivery recommends the following target subscription and engagement rates for local authorities. Do not worry if you are not reaching these figures to begin with. It will take time.
|
Type of local authority |
% of population reached |
Target engagement rate |
|
Unitary council |
35% |
65% |
|
County council |
20% |
45% |
|
Non unitary district / borough |
20% |
50% |