Best Practices for Sending Emails
In today’s digital age, effective communication is essential for anyone running for an elected position. Crafting well-thought-out emails can make a significant difference in engaging with voters, rallying support, and building a trustworthy image.
A well-written email conveys your message clearly, showcases your values, and demonstrates your commitment to transparency and accountability.
Whether you’re sharing your platform, responding to constituents, or mobilizing volunteers, each email is an opportunity to connect authentically.
In a crowded political landscape, good emails can distinguish you from the competition and foster meaningful relationships that resonate with your audience.
Remember, every email is not just a message—it's a chance to engage with members of your community.
Write a subject line that’s direct, engaging and <50 characters
The subject line should tell your recipient what’s in the email, but that doesn’t mean it has to be boring! Get creative with your words. Many campaigns have also found success in subject lines that draw intrigue.
Long subject lines can get cut off by email clients, so make sure the key point of your message is in the first few words. Take a look at some more tips for writing subject lines here.
Consider the sender
Besides the subject line, the most important factor in open rates is the name of the sender. Here, a simple first and last name is best. That is to say, rather than sending a message from “John Smith for School Board,” try sending from “John Smith.”
Most email programs also let you change the displayed sender name without changing the email address, so you can assign an appropriate sender for different types of emails. For example, a field director can send a request for volunteers, or a spouse can ask for donations on the candidate’s birthday.
Then write preheader text to pull them in further
Preheader (or teaser) text is the copy that shows up in an inbox email preview immediately after the subject line. Think of it as the subtitle to an article. Don’t repeat your subject line in the preheader. Start it with your call to action (a verb), and keep it around 75 characters.
Maintain a positive tone whenever possible
It can have a subtle effect, but people respond more favorably to positive connotations than negative ones. For instance, use achieve educational equity instead of fight educational inequity.
Tell them what’s in it for them
We know what we want, but what do they (voters/donors/supporters) want? Keep the focus on them and how you can serve their needs. And if your event is taking place over mealtime, don’t hesitate to mention if you’ll be serving free food!
Keep it short and sweet
People scan emails—they rarely read them. And on average, you’ve got only about 15 seconds to get your point across. Skip long-winded introductions and only make one ask of your reader. Write your emails in plain language (no jargon or lofty phrases), keep paragraphs to 2 to 3 sentences (or fewer), and make sure your call to action is easy to find.
Consider your audience
The most successful emails are the ones sent to lists of fewer than 500 people. They tend to be more personalized and better aligned with the recipients’ interests. If your send list is long, can you break it into multiple lists and tailor your email accordingly? For instance, instead of sending an invitation to all members in your region, divide your list by interest, engagement level, previous involvement or open rates from previous emails.
Give them what they need
Gather up all of the information your recipients need in order to execute the call to action in your email: what, when, who, where, how and why. Use bullets to help make lists easier to read, and reserve bold text for the words or phrases that capture the gist of the message. By making it as easy as possible for your recipients to participate, you’ll be more likely to get the results you want.
Send your email on a Monday, Tuesday, Wednesday or Thursday before 3 PM in your recipients’ time zone
Open and click-through rates dip on Fridays and take a dive on Saturdays and Sundays. Working professionals who are most likely to check their email before they go home for the day, so it’s better to catch them while they’re still connected.