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  • Writer's pictureJordan Laidler

The Do’s of Email Marketing in Politics



Email marketing has become a cornerstone in the arsenal of political campaigns, especially in the dynamic landscape of UK politics. With the recent election announcement stirring up activity across the nation, understanding the dos and don'ts of email marketing is essential for any political entity striving to connect with voters effectively.


Begin with a solid foundation: a clean, opt-in email list. Ensure that your subscribers have willingly signed up to receive your emails. Remember, quality trumps quantity in this regard.

Personalisation is key. Tailor your content to specific segments within your email list. This personalised approach fosters engagement and boosts conversion rates.


Craft content that captivates and informs. Your emails should offer value, entertainment, and be free from errors. A visually appealing presentation enhances readability and engagement.

With the proliferation of mobile usage, it's imperative to ensure your emails are responsive and mobile-friendly. Neglecting mobile optimisation risks alienating a significant portion of your audience.


Every email should serve a purpose. Your CTA should be clear, concise, and visually prominent, guiding readers towards the desired action.


Experimentation is key to optimisation. A/B testing different elements of your emails allows you to refine your approach based on what resonates best with your audience.

Regularly review metrics such as open rates, click-through rates, and conversions. This data provides invaluable insights into the effectiveness of your campaigns and areas for improvement.


Stay abreast of regulations governing email marketing, such as the CAN-SPAM Act or GDPR. Ensure your campaigns adhere to these guidelines to maintain trust and compliance.

Avoid the temptation to purchase email lists. Such lists often comprise disinterested or irrelevant recipients, risking damage to your sender reputation and undermining campaign efforts.


Deceptive or overly promotional subject lines can trigger spam filters, relegating your emails to the dreaded spam folder and tarnishing your reputation.

Respect your subscribers' inbox. Bombarding them with excessive emails can lead to dissatisfaction and unsubscribes. Maintain a balanced email frequency and provide options for subscribers to manage their preferences.


Simplicity is key. A cluttered email overwhelms recipients and diminishes readability. Keep your design clean and organised, prioritising clarity and simplicity.


Failure to optimise for mobile devices alienates a significant portion of your audience. Ensure your emails deliver a seamless experience across all devices to maximise engagement.


Email marketing presents a cost-effective and efficient means of engaging with supporters, raising funds, and disseminating campaign updates. Political parties and independent candidates can leverage email marketing in various ways: extending invitations to campaign events or seminars, soliciting campaign funds from supporters, fostering civic engagement, keeping supporters informed by regularly updating them on campaign progress, and implementing a strategy that incorporates segmentation, personalisation, and automation to breathe life into political campaigns.


In conclusion, the efficacy of an email marketing campaign hinges on understanding your audience, delivering valuable content, and iteratively refining your strategy based on data-driven insights. With these principles in mind, political entities can navigate the intricacies of email marketing to effectively connect with voters and propel their campaigns forward. Happy campaigning!

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