Robly Logo

Public sector email marketing strategies to engage citizens

One of the most effective ways to reach and engage citizens is through email marketing. Email marketing allows you to get a broad audience with personalized messages, and it provides an easy way for recipients
Share this:

Public sector email marketing strategies to engage citizens

In recent years, the public sector has shifted its focus to engaging citizens through digital channels. One of the most effective ways to reach and engage citizens is through email marketing. Email marketing allows you to get a broad audience with personalized messages, and it provides an easy way for recipients to take action on your message. 

Unfortunately, many public sector organizations still haven’t caught on to the power of email marketing. They either don’t know how to get started, or they’re unsure if it’s worth the investment. In this blog post, we’ll explain the benefits of email marketing for public sector organizations and offer some strategies for creating successful campaigns.

The benefits of email marketing for public sector organizations

There are countless reasons why public sector organizations should be using email marketing, but here are a few reasons why public sector organizations have started to send email messages.

1. Email is an inexpensive way to reach a large audience

Compared to other marketing channels like direct mail or TV advertising, email is highly cost-effective. You can get thousands of people with just a few clicks of a button without breaking the bank. And many ESPs offer a free account that allows you to test the platform before committing.

2. Helps build relationships with citizens

With email marketing, you have the opportunity to develop relationships with the people in your community. You can share valuable information with them regularly and get to know them personally. In turn, they’ll be more likely to support your organization and its initiatives. 

3. Gauge the public’s opinion on important issues

Email allows you to collect feedback from citizens on various topics. This can be extremely helpful when deciding about new programs or policies. By polling your audience through email, you can get a good sense of what they want and need from their public sector organizations. 

4. Messages are highly targeted and personalized

Email segmentation allows you to segment your audience and send targeted messages to specific groups of people. For example, if you’re launching a new program for seniors, you can send an email blast specifically to seniors in your community. Or, if you’re looking for feedback on a new city ordinance, you can send an email only to those who live in the affected area. This ensures that your message is relevant and personalized, which will help increase engagement levels. 

5. Email is measurable 

Unlike other marketing channels, email provides detailed data that you can use to track performance and measure results. For example, with tools like Google Analytics and Robly reporting, it’s easy to see how many people opened your email, clicked on your links, unsubscribed from your list, etc. This information can be precious when planning future campaigns.

Understand your audience

Who are you trying to reach with your email marketing campaign, and what do they care about most?

The first step in any email marketing campaign is understanding your audience. Whom are you trying to reach with your message? What do they care about most? Once you grasp who your target audience is, you can begin crafting messages that will resonate with them.

Creating successful email marketing campaigns

A successful email marketing campaign doesn’t happen accidentally; it takes careful planning and execution. Below we have put together a few easy strategies you can implement that will help you achieve your business goals—increasing website traffic, generating leads, or making sales.

Keep it personal – One of the most important things you can do in any email marketing campaign is to keep your messages personal. Your recipient should feel like you are speaking directly to them and not just sending out a generic message to everyone on your list. This can be accomplished by using personalization tags, which insert the recipient’s name into the body of the email and include relevant information about their location or other factors that are important to them. If you can include the recipient’s name or additional personal information in the body of the email, do it! People are likely to open an email that feels like it’s been addressed directly to them.

Write compelling copy – Like any other marketing campaign, your email marketing campaign needs strong, persuasive copy that speaks to your audience’s needs and drives them to take action. Therefore, your emails should be clear and concise, and they should contain a call-to-action that encourages recipients to learn more or take a specific action. 

Use attractive visuals – Another essential element of email marketing is ensuring your messages are visually appealing. This means using high-quality images and keeping your email layout clean and simple. You want recipients to be able to quickly scan your message and see what it’s all about, so avoid using too much text or cluttered visual elements. 

Timing is everything – When you send out your email, campaigns can be just as important as what you say in them. Pay attention to timing considerations like time zone differences and work schedules if you want your message to reach people when they’re most likely to act on it. Sending out emails during business hours is typically best for office workers, while early morning or evening emails work better for people checking their personal accounts outside of work hours. 

Keep your messages relevant – When sending out your email campaign, ensure the content is relevant and timely. No one wants an email full of stale information or irrelevant news. So for maximum engagement, ensure your messages are always fresh and relevant. 

Measure the success of your email marketing campaigns 

Track results and adjust accordingly – The final tip for creating successful public sector email marketing campaigns is to track your results and adjust accordingly. You can follow many metrics, such as open, click-through, unsubscribe, and conversion rates. Pay attention to how your audience responds to different messages and make changes accordingly. If you see a particular campaign isn’t performing well, don’t be afraid to scrap it and start over with something new. 

Research the best ways to reach your target audience – what channels will they be most likely to use, and what type of content is most likely to engage them?

One of the most important factors to consider when reaching your target audience is the channel they’re most likely to use. For example, if you’re targeting millennials, you’ll need to use a different channel than if you’re targeting baby boomers. This is because millennials are more likely to use social media with email, while baby boomers are more likely to use email only. That’s why it’s important to segment your audience by channel and tailor your message accordingly.

Segment your email lists

When it comes to content, you’ll also need to segment your audience and tailor your message accordingly. Different types of content will engage different segments of your audience. For example, if you’re targeting millennials, you might want to use video content or infographics. If you’re targeting baby boomers, on the other hand, you’ll want to use more traditional forms of content like blog posts or whitepapers.

6 successful examples from public organizations

Subscriber preference email – U.S. DEPARTMENT OF VETERANS AFFAIRS


Informational Email – TEXAS PARKS & WILDLIFE DEPARTMENT


Informational Email – MARICOPA COUNTY AIR QUALITY DEPARTMENT


Informational Email – U.S. DEPARTMENT OF HEALTH & HUMAN SERVICES


Announcement Email – THE NATIONAL PREPAREDNESS COMMUNITY


Announcement Email – U.S. DEPARTMENT OF EDUCATION


By following these strategies, you can create public sector email marketing campaigns that engage citizens rather than drive them away. Of course, always keep your audience in mind, and make sure your messages are relevant and timely. And don’t forget—attractive visuals and conciseness are also important! By following these tips, you can create successful email marketing campaigns that get results.

If you are on the hunt for a new email marketing service, reach out to the team at Robly today. We would love to give you a free demo of our product.

Table of Contents

Start a free trial

See why thousands of small businesses, charities and non-profits trust Robly with their email marketing needs.