The off-season advantage: Why it’s smart to build your email lists between election cycles

The yard signs have come down. The TV ads have stopped. And the most passionate activists and organizers are hibernating after another intense campaign season.

But the pros know there’s a secret about the quiet periods between elections: that's when the real magic happens.

Think about it. No competing campaign messages cluttering inboxes. No donor fatigue. No message saturation. No crushing election anxiety. Just a clear runway to connect with supporters in ways that feel true and authentic.

Evinco has spent years helping campaigns and organizations build their digital programs, and I'll tell you this — the groups that dominate during election years are the ones that got scrappy during the off-season. They're the ones who used this breathing room to experiment, to build authentic connections, and grow their lists methodically.

In this guide, I'm pulling back the curtain on the strategies that actually work. Not just theory, but battle-tested approaches I've seen drive real results.

Assess and Clean Your Existing List

First things first — take a close look at your current email list. Who’s engaged? Who’s gone silent? Not every email address is a good email address, especially if the contact hasn’t opened a single email in months.

For example, Emily’s List ran a re-engagement campaign targeting inactive subscribers with the subject line “We’ve missed you!” They offered a short survey asking what issues mattered most to them. If no response was received after a few follow-ups, they removed those contacts from their active send universe, so subscribers were not constantly receiving emails they weren’t opening. You can use a similar approach to keep your list clean and ensure your emails reach people who are still invested.

Focus on Engagement

Once you have a clean list, keep subscribers engaged with relevant, non-campaign-cycle-related content. Just because you’re not actively campaigning doesn’t mean you have nothing to say. And showing your supporters you are active year-around — not only during an election when you need their donations and their votes — shows you mean what you say and you're working to move the issues forward that matter most to your communities, even when no one is watching.

For example, Indivisible regularly sends updates about ongoing advocacy work such as mobilizing around local policy issues or climate action. They’ve built a reputation for being an organization that acts year-round, not just during elections, which keeps their supporters engaged and responsive.

Another idea is to use advocacy campaigns to address timely issues. For example, if there’s a major policy vote coming up, ask your supporters to call their representatives and make their voices heard. This keeps them engaged in meaningful ways and shows your commitment to bigger issues beyond the needs of your PAC/org or campaign.

Educational content is another way to provide value. Let’s say your PAC is focused on voting rights. You could send a series of emails educating subscribers about state-level changes in voting laws. Similarly, using storytelling to share success stories from past campaigns or how your work has impacted the community helps supporters feel like they’re part of something bigger.

Grow the List with Incentives and Events

Everyone loves a freebie and you can use it to grow your email list. For example, MoveOn offers downloadable toolkits that focus on grassroots activism strategies, available in exchange for an email sign-up (in-the-know folks call this a lead magnet). You could create your own lead magnets, such as a guide on how to organize a local protest or a how-to guide on something relevant to your target audience.

Hosting events or webinars is another effective tactic for growing your email list. The ACLU often hosts online town halls or panel discussions on issues like civil rights and immigration. They require email sign-ups to attend, which has been a successful method for growing their email list. You can replicate this by hosting your own in-person or virtual events on topics relevant to your audience — just be sure to capture their email address and get it into your CRM!

Use Your Network

Why go it alone when there are so many like-minded organizations out there? Partnering with others can help both of you expand your reach.

Our Revolution, a progressive political action organization, frequently partners with local grassroots groups to co-host events or share resources. These partnerships allow both organizations to cross-promote email sign-ups. A simple co-branded email to each other’s lists can introduce your organization to a whole new audience.

Similarly, working with local Democratic committees or allied PACs can broaden your exposure. You could appear as a guest contributor in their newsletters, promoting a call-to-action that links back to your email sign-up form.

It’s worth noting digital pros also use joint actions and list swaps, but that’s hard to do without the right connections. Curious? We can help.

Capitalize on Social Media and Paid Ads

Social media is a goldmine for growing your email list, especially if you use it wisely.

Take Planned Parenthood for example. They often run targeted ads on Facebook and Instagram encouraging users to sign up for email updates on reproductive rights. These ads are usually linked to a petition or action that gets users involved right away. It’s the classic combo of a clear call-to-action + instant engagement opportunity to boost sign-up rates.

If paid ads aren’t in your budget, you can still use organic social media content to funnel people into your email list. Post regularly about your work, share advocacy opportunities, and encourage followers to sign up for more information through email. This route is undoubtedly slower, but it can work if your emails provide a unique value that followers can’t get on your social media. 

Your website should also be optimized to capture email addresses. Adding a pop-up form or a standing sign-up form in your footer with a clear CTA like, “Stay updated on the issues that matter,” can significantly increase your sign-up rates.

Track, Test, and Optimize

Finally, it’s important to analyze and optimize your efforts. Most established organizations and well-run campaigns regularly test their email subject lines and content to see what resonates most with their audience. A/B testing different email formats and subject lines can help you learn what encourages more opens, clicks, and sign-ups.

Keep an eye on metrics like open rates and click-through rates to gauge what’s working and where you can improve. The goal is to continuously iterate and refine your strategies to keep your list-building fresh and effective.

Final Thoughts

Building and maintaining a strong email list between election cycles is not just about gathering names, it’s about creating meaningful engagement that keeps your supporters invested and keeps your email list healthy. Be thoughtful, strategic, and authentic. Give your subscribers true value. Take advantage of the quiet time now to be well-prepared for the wild election season. 

In the digital department at Evinco, email list health and strategy is one of the many services we provide our clients. If you’re ready to take your email program to the next level, click here to book a call now.