2 Questions for Guest Speaker Naitik Vya

Hi Naitik,

Thanks for being our guest speaker for week four of our PSMT 6070 Social & New Media Digital Marketing course.

Sachin has asked that we post two questions that we’d like to have you address during class. He included two readings from Granicus:

• 2018 Granicus Benchmark Report: How Do You Stack Up Against Your Peers?
• Granicus: A Step-By-Step Guide to Boosting Engagement Rate

The reports focus on email engagement, so my questions are about that

1. How does Granicus differ from commercial email engagement tools like Constant Contact, MailChimp and SilverPop?
2. Email “engagement rate” (defined as 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”) is not a standard measure like open rate or click rate. Why is “engagement rate” a useful measure compared to open rate or click rate?