Email marketing can be summarised, from a political context, as using the tools of email to deliver your marketing messages to your potential supporters, voters and any other groups in your ‘email list‘.


It can be said with confidence that no digital marketing technique has had the longevity of email marketing. While some marketing trends come and go, email has consistently remained the most powerful channel available to deliver a marketing message to target audiences.

With Facebook boasting over 1 billion active users and Twitter boasting 255 million, it’s tempting to think that social media is the most effective way for politicians to reach the masses. For some, it may be surprising to hear that this is not always the case. Email is still, and for the foreseeable future will remain, the most valuable currency of the web.

It would not be an exaggeration to say that almost everyone that is online, and using the internet in some form, has an active email address. As such, when it comes to connecting with your potential voters and supporters, there’s no channel with a wider reach than email.

Still not convinced on the benefits of Email Marketing? Here is what some marketing experts have to say on the benefits of Email Marketing:

For political parties and candidates wanting to spread their message to the widest possible audience, the power of Email Marketing to be an indispensable tool in the overall Digital Marketing plan is clear and proven.


In order to be successful in Email Marketing, the content of your marketing emails must be relevant and useful to the recipient. The email needs to grab a voters attention and draw them into the details of your message as quickly and succinctly as possible. If your email is confusing, boring or not relevant, voters and supporters are likely to delete it, or even ‘unsubscribe’.

There are many ways to make your email stand out. Grab attention with a compelling subject line, use attractive and engaging graphics, and keep the text simple, with a clear call to action, and provide a reason for your voters to respond.


Email Marketing is highly measurable. Tracking the results of your email campaigns will enable you to establish what’s working for you and what’s not.

We provide you with real-time access to metrics like opens, clicks, bounces, forwards, social shares, and more. This information is invaluable in further targeting your potential supporters and to truly engage with them by, for example, visiting or telephoning them to offer additional assistance and to ask for their support in your election.


Let’s be honest, many people go on Facebook for entertainment and to, literally, share pictures of their cats.

For many voters, especially those that are more independently minded, sharing their political views or ideas online to their friends and family may be something they are keen to avoid. This includes a reluctance by some members of the public to ‘talk politics’, or to even ‘like’ a political party or a Facebook post, just in case, for example, their friends or family ‘find out’. And so, being able to truly engage with those voters only on Social Media may be limited.

Social Media is at its core a communication tool for friends and family to interact with each other, and to share interesting content. It has morphed over time to be more than that and to allow businesses and other groups, like politicians, to also communicate with others on there.

Email Marketing is able to remedy the weaknesses of other forms of Social Media marketing, like Facebook, by talking a more personal and individual approach to communicating with potential voters.

It would be a mistake to think, for example, that Facebook is the ‘best’ for ‘winning’ an election. It is vital to ensure that whatever Digital Marketing techniques are used, each blend seamlessly with the other and each build upon the weaknesses of the other. Different Digital Marketing tools and techniques each have their own benefits and strengths.

It’s possible to use mass Email Marketing tools to send weekly updates to constituents on investment in the local area, your achievements, and information on the work that you are doing to help them.

All of these email updates are done privately, between you and your constituents, and so also:

  • Prevents opposition members and groups from knowing the political messages you are communicating to constituents;
  • Eliminates the potential for ‘trolling’ to occur; and
  • Increases the ability for you to build a real one-to-one relationship with voters.

Building a strong email list is also useful to support Facebook Advertising, with Facebook allowing the ability to upload email lists and so that targeted advertising can be done on those voters whose email addresses you have.

The aim of Email Marketing is to take a more targeted and focussed approach in contacting constituents. From an email list of, for example, 500+ contacts, Email Marketing, when used properly, has the real power of allowing you to build trust with your voters and to tip the election in your favour in tight races.


The skilful use of various Digital Marketing techniques can be the difference between success and failure towards your overall marketing goals (e.g. getting elected). When the difference between success and failure can be as little as 10 votes in an election, the Digital Marketing technique(s) chosen can be vitally important.

Our team have expertise over many years in constructing and implementing effective, and successful, marketing campaigns on behalf of politicians across the UK.

Would you like us develop and deliver your Digital Marketing goals? Our team would love to hear from you. Please contact us on [email protected] and a member of our team will be on hand to help.


[Revised and Updated for July 2017]
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Written by Nitesh Patel, Director at ePolitixDesign
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