Elected officials face a unique communication challenge: how to regularly engage constituents while juggling legislative work, public appearances, and limited staff support. Our email marketing for elected officials services help MLAs—across party lines—establish a reliable, non-partisan, strategic email newsletter—one that drives engagement and meets the high expectations of public office communication.
The Problem: Stuck in Draft Mode
Many MLAs had email platforms in place but were rarely hitting “send.” Newsletters stayed in draft form as the demands of public life took priority. Without time, creative bandwidth, or an internal process, email became a missed opportunity.
Our Approach to Email Marketing for Elected Officials
Boom12 delivered a constituent-focused email newsletter solution helped MLAs provide the community-first content they wanted with email marketing services tailored to the needs of political offices:
- Strategy aligned with communication goals and legislative priorities
- Content planning support to ease staff workload
- Design and layout built for readability and accessibility
- Automations for onboarding, event follow-ups, and newsletters
Smart Content Strategy, Month After Month
Strong performance doesn’t just come from good design or deliverability—it starts with smart content strategy. For our MLA email campaigns, we developed a reliable framework that balanced consistency with variety. Each subject line included a few short teasers to draw the reader in, increasing open rates over time. Inside, we highlighted key updates like community events, provincial funding programs, and application reminders for government services. Each newsletter also featured an MLA Report that referenced recent legislative activity and included photos from events and outings—driving traffic back to the MLA’s website for deeper engagement.
We also built in recurring content features like “Community Spotlights” to recognize local figures, businesses, and facilities—adding warmth, relevance, and shareability. This approach helped ensure that different segments of the audience found something meaningful in every issue, while reinforcing that their MLA was working hard both in the legislature and right at home in the community.
The Impact
- Average Open Rate: 63% (vs. industry benchmark ~19%)
- Average Click-Through Rate: 3.8% (industry benchmark ~2%)
- Time to Launch: It takes us 4 to 6 weeks to get elected officials setup and ready to hit send.
“Balancing the additional demands of cabinet with the day-to-day duties as MLA, would have been much more challenging if my team didn’t have the support we got from Boom12. Our email newsletter went out on time and consistently and constituents let us know how much they loved it.”
— Honourable Patricia Arab, former provincial cabinet minister and MLA for Fairview—Clayton Park
These results show the impact a consistent and strategic email marketing for elected officials approach can have—even with limited internal resources.
Why This Matters
Email remains one of the most effective tools for public engagement. Our process treats email marketing for elected officials as the unique opportunity that it is: achievable, sustainable, and impactful. With Boom12’s strategy, creative, and automation expertise, political offices can stay connected and build trust—without adding more to their plate.