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Email Marketing For Government Agencies & Cities

Government agencies and cities have a unique opportunity to connect with their constituents through email marketing. Learn how to use email for your organization.
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Government agencies and cities have a unique opportunity to connect with their constituents through email marketing. Email allows you to communicate easily with your audience, and it’s a great way to keep them updated on what’s going on in your city or agency. But unfortunately, government agencies are reporting high bounce rates and struggle to reach the public through email. In this blog post, we’ll discuss the benefits of email marketing for government agencies and cities and provide tips for creating successful email campaigns. 

4 key things to keep in mind when mapping out your email marketing plans

  1. Gather critical data on your subscribers for effective and engaging email communication. The data that you gather can be used to build segments and send targeted email messages. 
  1. Use email personalization to send more targeted email messages. Personalized emails elevate the audience experience and they receive content and messages that are more relevant to them. 
  1. Connect communications with other marketing channels, such as social media and website updates. Social media is used by 4.70 billion people around the world 227 million new users have come online within the last 12 months. Integrating email and social media can increase engagement and overall increase the number of subscribers you have.
  1. Focus on proactive engagement instead of reactive crisis-related communications. Instead of only sending emails when there is a crisis in the air, take time to be proactive with city notifications and updates. 

Getting started: 7 things you can do today to improve your communications

The email marketing world is changing fast. So, if you want to elevate your email messages and get them into people’s inboxes, then here are some quick things to get started.

1. Keep your email list clean and up-to-date. Remove any inactive or unengaged subscribers from your list regularly. This will help ensure that your emails are seen by people who want to see them.

2. Make sure your email subject lines are clear and concise. Subject lines that are too long or vague are likely to be ignored by recipients.

Subject line content has no limits! Test, test, test!

Obama’s “Hey” subject-lined messages were the most effective pitches of all; though the campaign did not provide a specific dollar amount, it had one of the highest open rates they had seen.

3. Personalize your email content as much as possible. For example, addressing recipients by name and including relevant information about their interests will make your emails more engaging.


  • First name
  • The town or municipality the recipient lives in
  • Appointment dates
  • Upcoming events in specific areas

4. Use images sparingly in your email marketing messages. Too many images can make an email look cluttered and slow to load, frustrating recipients.

5. Avoid using large blocks of text in your emails. Breaking text into shorter paragraphs makes it easier to read and more visually appealing.

6. Use calls to action sparingly. Too many calls to action in an email can be overwhelming and cause recipients to tune out the message entirely. Instead, choose one or two key actions you want recipients to take and make those the focus of your email.

7. Test, test, test! Always test your emails before sending them out to ensure that everything looks how you want it to and that all links are working correctly. Sending out a few test emails to yourself or a small group before sending a mass email is always a good idea. 

Following these tips can improve your email marketing for government agencies and get better campaign results.

List growth

List growth is essential for any organization that relies on email communications to reach stakeholders. There are several different strategies that governments and cities can use to grow their email list.

Website and landing pages

One common approach is to add a signup form to your website. This can be placed in a prominent location, such as the home page or contact page. You can also add an opt-in checkbox when people complete questionnaires or surveys. 

Social media

Another strategy is to promote the signup form through social media channels. This can help to reach a wider audience and increase list growth. 

Sign up sheets in different office locations

A signup sheet can collect email addresses from people interested in your product or service. This helps to ensure that your list is full of people who are interested in what you offer. Additionally, you can reach a wider range of people by having a signup sheet at different city locations. This helps to broaden your list and increase the chances that you’ll be able to convert list members into paying customers. So if you’re looking for ways to grow your email list, include a signup sheet at different city locations.

Partner with other organizations

Finally, governments and cities can partner with other organizations to promote their signup form. This can be an effective way to reach new potential subscribers. 

Building a successful email content calendar

Email provides a platform to share information about different types of email programs that government agencies and cities can send out to their constituents.

Email can be a tricky medium to master. One way to ensure your email messages are effective is to create a content calendar. A content calendar will help you map out what you want to say in each email and when you want to send it. This will ensure that your email messages are well-thought-out and coordinated. Additionally, a content calendar can help you keep track of your email marketing goals and progress over time.

Different types of email messages that can be sent:

  • Road work, parking, and general construction. Includes updates on any road or construction that may be happening. Maps of alternative routes to help the citizens of the town avoid any delays when traveling throughout the city.
  • Recreation and parks. Updates on any new parks or recreational activities that may be happening during a specific season.
  • Jobs within the city. List and link to all of the current job openings that may be available within the town.
  • Garbage and recycling calendar with information on bulk garbage pick up.
  • Living in (TOWN NAME). A guide to anyone new to the town. Includes information on activities, contact information, etc.
  • Family and social services. Information on how to contact family and social services. Also could include a list of services that is provided.
  • Messages and essential updates from the mayor or city council members.
  • Updates on health and public safety. 
  • Arts, heritage, and local events. List of local events that the people can attend.
  • Environmental updates. World happenings and events the town is participating in to help educate the townspeople on ecological issues. 
  • Volunteer opportunities. A list of volunteering opportunities and how to submit your information to become a volunteer.
  • Information about unemployment. Where to file for unemployment, along with links to any information that may be needed.
  • Government elections. Politicians have now been using email marketing to engage people, encourage them to vote, and more.

Did you know?

Most of the $690 million “Obama for America” raised through online fundraising came from direct email appeals, according to data provided by the president’s campaign exclusively to Bloomberg Businessweek and confirmed by ABC News.

Wrap up

Email marketing is an essential tool for government agencies and cities. It’s a great way to keep in touch with citizens, promote events, and share news. To elevate your email marketing, reach out to Robly today! We can help you create beautiful emails that will grab attention and get results.

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