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Inclusive Engagement Techniques and Approaches

Email Notifications

What is it?

Email notifications are concise messages that communicate time-sensitive information to the public. Examples include project news, updates and invitations.

When to use it

Email notifications can be an effective outreach technique for sharing information, especially when there is already an established email list of interested stakeholders. Emails are appropriate for communicating project milestones such as the launch of a new webpage, the release of a draft or final document, opportunities available to provide input and decisions made by the City Council.

How to do it

Before

  • City staff have used software such as Constant Contact, SalesMate, GovDelivery, Indigov and MailChimp to manage email lists and customize the format and content of email notifications.
  • Evaluate whether the project would benefit from creating its own email list. This approach is usually more effective for long-term projects. Work with the department’s Public Information Officer/Communications Department and Web Services team to embed an email list sign-up form on a project webpage.
  • Determine if there are any existing email lists that should receive the email notification. Recipients should have opted in to receiving notifications.

During

  • Email notifications should follow the City’s Visual Style Guide and Writing Style Guide (accessible to City staff only).
  • Emails can be sent instantly or scheduled for a desired date.
  • Send notifications from an official City email (ideally a monitored department or group email account) and have a clear and concise subject to prevent confusion or cause the email to be sent to spam. Remember to blind carbon copy (bcc) the email list.
  • Use the name customization feature to personalize the email, if available.
    • On Constant Contact this is the “insert greeting tag” tool. This allows staff to customize the greeting with the recipient’s name, such as “Hello [First Name].”
  • Keep email notifications succinct and use clear and simple language.
  • Include relevant information, considering the 5 W’s - who, what, when, where and why? When developing content, anticipate potential questions or background information readers may need to fully understand the topic.
  • Clearly state any action the recipient is being asked to take or why the information shared is important.
    • Direct recipients to one clear button at the end of the email notification with a clear call to action such as “Take the survey,” “Review the plan” or “View the agenda.”

After

  • Review open and click-through rates to inform future email development.

Resource considerations

Cost: Minimal

There is a minimal cost for email marketing software such as Constant Contact. Check for any existing subscriptions.

Time: Minimal to Moderate

The preparation of emails usually takes a few hours or less to draft. Allow enough time in advance of distribution translation as necessary. If staff need to procure a new email notification software, it may take up to three months to establish a new account and agreement.

Capacity: Minimal

One team member can prepare emails, ensuring inclusion of all relevant content. It is recommended that staff send a test email to management for review to for clarity and consistency.

Other considerations

  • Emails can be sent on an as-needed basis but keep a purposeful frequency so that recipients do not feel overwhelmed.
  • Always make it easy to opt out or unsubscribe from the email.
  • Links to social media accounts and webpages should be listed at the bottom of each email.
  • The City’s Connect Page provides a comprehensive overview of existing newsletters on various topics. This is a good place to direct community members if they are interested in communication from the City’s various elected officials, departments and programs.
  • Consider using Grammarly to support the development of email notifications. 

How to make it more inclusive

  • Follow document accessibility best practices.
    • To add alternative text on Constant Contact, select the box to add a picture, then select the desired image. Before clicking “Insert”, select “Alt Text” at the bottom left of the pop-up. Write a brief description of the image, “Save and Close” and then insert the image.
  • Consider translating the email into any languages needed for the email audience.
  • Incorporate images and graphics of diverse groups of people.
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