Writing Emails for Email Marketing Campaigns

Emails are a low-cost communication tool that help quickly get important and accurate information to voters. Creating an email marketing plan ahead of each election cycle ensures that voters are receiving important updates directly from your office as a trusted source of information. They can be used to highlight upcoming events, processes, and important dates and deadlines. Emails should provide details, important dates and deadlines, and resources for readers.

Use an email header or jurisdiction logo

Include a subject line

Include a relevant and concise subject line that lets email recipients know what to expect in the email.

Jump right in

Start your email by explaining the reason for contact immediately to increase the likelihood of the information being read and understood. Ensure messaging is concise and avoid covering too many topics in one email to help eliminate the opportunity for confusion. If your office has multiple topics to cover, create multiple emails and send them out over a pre-established period of time that aligns with any important dates or deadlines that will be discussed. Not every single topic needs to be in every email sent.

Include accurate and updated data

If the email contains any of the recipients’ information from their voter registration record, ensure that you are importing data from your database and merging that information directly into the email as needed or required. Since not everyone checks their emails daily, ensure that you include an “as of” date to help provide clarity.

Call voters to action!

Ensure that you are clearly explaining what your office needs the voter to do and provide a pathway forward for them to follow. In this example information for updating voter registration information was provided along with available options and clear directions.

Always include additional contact information

When sending out mass emails it is important to provide your office’s contact information in the event that voters have additional questions or would like to confirm the validity of the email. Ensure that team members are aware of all email correspondence that is sent to voters, and when, to prepare for a potential influx of inquiries and telephone calls. Creating Emails for an Email Marketing Plan Emails are a low-cost communication tool that help quickly get important and accurate information to voters. Creating an email marketing plan ahead of each election cycle ensures that voters are receiving important updates directly from your office as a trusted source of information. They can be used to highlight upcoming events, processes, and important dates and deadlines. Emails should provide details, important dates and deadlines, and resources for readers.

End your email

Don’t forget to mark the end of your email by inserting your agency’s logo, and email signature. It may be beneficial to have all emails signed by the elected official or department head. Hearing from leadership:

• Increases trust in the election process

• Legitimizes your writing

Use Short Links

If including URLs Short website links are easier to type and help voters find what they need. Your links might already be short enough, but if not, work with your IT team to create short links, or make them for free at bitly.com or tinyurl.com/app.

Contact us to request assistance developing an email marketing plan or drafting emails for your jurisdiction.