Email Marketing

A government agency may utilize email marketing by sending out e-newsletters to the agency’s existing database of users, that have subscribed with their email on the actual agency website to receive regular updates via the agencies e-newsletter.

Following are guidelines to consider when sending e-newsletters:

• The e-newsletter design must be in-line with the look and feel adopted for the agency website thus ensuring conformity.
• It must be sent out in a regular frequency (Weekly, Monthly, Bi-monthly, Quarterly).
• It must contain latest and up-to-date information.
• It must provide links back to the website to read more about any article, thus increasing its traffic.
• It may be personalized (e.g. Dear Mr. Smith).
• It must provide a mechanism to un-subscribe from receiving the newsletter.
• It must be sent to users that have opted to receive regular updates from the website.

This mainly consists of sending email messages highlighting a specific event, service, etc. that the government entity might wish to have the public learn about. This may be used as it allows targeting of new audience; it generates direct links back to your website, builds relationships loyalty and trust, as well as act as an effective promotional tool.

• The government entity may choose to make use of third party email databases that would send the email shot to their list of subscribers. The email shot must have a clear URL directing the users back to the website where they can ultimately subscribe to the agency’s own database and receive regular news via their email.