Why Your Constituents Might Not Be Seeing Your Emails

You’re doing your part—sending newsletters, updates, and announcements to keep your community informed. But if your open rates are low or you keep hearing “I didn’t know about that,” there’s a good chance your emails aren’t reaching inboxes.

Delivering email successfully isn’t just about clicking send. Behind the scenes, spam filters, outdated email lists, and technical issues can stop your message from ever being seen.

Let’s break down a few common reasons why emails from government offices—like mayors, council members, or state legislators—often don’t make it to the people they’re meant for.

1. You’re sending from the same address you use to reply to constituents

It might seem convenient to send newsletters or announcements from the same email you use to respond to constituents—but that can backfire.

When you send hundreds of emails from a personal or shared inbox, email providers may flag your account as spammy. Worse, if too many messages are marked as spam, it could affect your ability to reply to constituents one-on-one.

Tip: Use a dedicated address for mass communication (e.g. updates@yourcity.gov) and keep your main inbox reserved for direct replies.

2. You're using BCC and your standard email client

Sending a message to dozens (or hundreds) of people using BCC in Outlook or Gmail may seem like a simple solution, but it’s not a good one for official outreach.

Mass BCC emails without personalization are a red flag for email providers. And if a few of those addresses are outdated, it increases the risk of bounces—damaging your sender reputation.

Tip: Use an email platform designed for outreach. These tools handle personalization, reduce bounce risks, and give you visibility into performance.

3. Your content is triggering spam filters

Spam filters don’t just look at who sent the email—they look at how it’s written and formatted. Common issues include:

• Subject lines in ALL CAPS or with excessive punctuation

• Emails that are just images with no text (like a flyer)

• Unusual attachments (like Word docs or ZIP files)

Even well-intentioned messages—like a council newsletter or legislative update—can be filtered out if the format or language sets off alarms.

Tip: Keep your formatting clean, use simple subject lines, and include clear text with every message.

4. Your email list needs a cleanup

If your list includes addresses that are years old—or people who never signed up in the first place—it’s time for a refresh. High bounce rates and low engagement tell email providers your list isn’t well-maintained, which hurts deliverability across the board.

Tip: Grow your list with direct sign-ups through your website or forms. And be sure to remove bounced or inactive addresses regularly.

5. People aren’t engaging with your emails

Getting into the inbox is only half the battle. If people aren’t opening your emails, clicking links, or interacting with your content, providers like Gmail may start automatically sorting them into the spam folder.

Tips to boost engagement:

• Use a clear, friendly subject line that matches your message (e.g. “March Update from Mayor Smith” instead of “Important Info!!!”)

• Keep content short and relevant—focus on what residents want to know

• Use a recognizable sender name like “Office of Council Member Reyes”

Final Thoughts

If you’re taking the time to communicate with your constituents, make sure your messages actually reach them.

The good news? A few simple changes—like using the right email address, cleaning your list, and sending through the right tools—can make a big difference in your outreach.