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What are some of the best practices for creating and managing grassroots email lists?

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Email is one of the most powerful tools for grassroots organizing, as it allows you to communicate with your supporters, mobilize them for action, and raise funds for your cause. However, building and managing an effective email list requires some planning, strategy, and best practices. In this article, you will learn some of the key tips for creating and managing grassroots email lists, such as how to grow your list, segment your audience, craft engaging messages, and measure your results.

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1 Grow your list organically

One of the first steps to creating a successful email list is to grow it organically, meaning that you attract people who are genuinely interested in your cause and opt-in to receive your emails. There are many ways to grow your list organically, such as adding sign-up forms to your website, social media, and events, offering incentives or free resources, creating referral programs, and partnering with other organizations. The more value you provide to your potential subscribers, the more likely they are to join your list and stay engaged.

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Nicole Tardif

Public Affairs | Strategic Communications | Grassroots Lobbying | Political Consulting
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Include a line item for sharing email addresses on all in-person event sign in sheets. While this may include a little more leg work on the back end, you've likely acquired some of the most valuable email addresses for any grassroots email activation by doing this easy trick. List rentals or sharing with other like-minded groups or audiences is also an easy way to grow your lists in a sizeable, timely way.

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2 Segment your audience

Another important step to managing your email list is to segment your audience, meaning that you group them based on their characteristics, preferences, and behaviors. Segmentation allows you to tailor your messages to different segments and increase their relevance, personalization, and effectiveness. For example, you can segment your audience by their location, interests, donation history, level of engagement, or stage in the supporter journey. By segmenting your audience, you can also avoid sending irrelevant or excessive emails that might cause them to unsubscribe or mark you as spam.

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3 Craft engaging messages

The quality of your email messages is crucial for keeping your subscribers interested and motivated to take action. To craft engaging messages, you need to consider your goal, your audience, and your tone. Your goal should be clear and specific, such as asking for a donation, inviting to an event, or sharing a story. Your audience should be addressed with respect, empathy, and urgency, and you should use their name and other personal details if possible. Your tone should be conversational, friendly, and passionate, and you should use storytelling, humor, and emotion to connect with your readers. You should also use a catchy subject line, a clear call to action, and a responsive design to make your messages stand out.

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Beth Bear

Economic Development Specialist at Great Rivers & Routes Tourism Bureau
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Pick a schedule and stick to it! Whether the schedule is weekly, monthly, or whatever, pick one that suits your level of content and the time you have to create engaging messaging and deliver. Too many messages is not good, but not enough is just as bad. Regular schedules help us to avoid both. They also manage our audiences' expectations, and let them know when to look our for our correspondence. We're creatures of habit and its okay to recognize and message accordingly.

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4 Measure your results

The final step to managing your email list is to measure your results, meaning that you track and analyze the performance of your email campaigns and use the data to improve your future strategies. Some of the key metrics to measure are open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and spam complaints. These metrics can help you understand how well your messages are reaching, engaging, and converting your subscribers, and what areas need improvement. You can also use tools like A/B testing, surveys, and feedback forms to experiment with different elements of your messages and learn what works best for your audience.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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S.M.R. Baker

Program Support Specialist at U.S. Department of State
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Ensure whatever email distribution list you create is governed by the following points: (1) Ensure back-ups can assist in managing any distro list and require training if needed; (2) Ensure all members know the purpose and what to expect when joining; (3) One email requesting to be removed should be acted in 24 hours; (4) Maintain discipline in what is posted and why ensuring all information is relevant/pertinent; (5) Any changes about the purpose of the list should be announced 30 days before hand; (6) Membership should always be voluntary and with no charge unless stated before the person formally included; (7) Read and consider all feedback and regularly request feedback on what is posted and why.

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Bill Weiner

Owner Weiner Advanced Development
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Great list S.M.R. Baker. I'd just add that maintaining member privacy and security is also a paramount. Nothing turns members away faster than seeing SPAM and phishing attacks that occur do to joining a group.

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What are some of the best practices for creating and managing grassroots email lists?

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1 Grow your list organically

2 Segment your audience

3 Craft engaging messages

4 Measure your results

5 Here’s what else to consider

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