Politics and Email: It’s About to Get Ugly(er)
Regardless of your political affiliation, we can all agree that it’s the hot topic of the day (and the next 6 months!)
Did you know political messages are protected under the First Amendment? So get ready for both parties to exercise free speech right into your email box as well as all over social media and mainstream and cable tv.
You may have heard the news last week that Ted Cruz has dropped out of the Republican race and Hillary is all but the presumptive Democratic nominee. So, in the near future, get ready for the celebrity death match of all matches between Hillary and "The Donald".
Regardless of which side of the aisle you stand on, you're most likely going to get some political email this election cycle. Try to look past the politics of it all and pay attention to the marketing. Both sides have GIANT budgets and marketing teams dedicated to various aspects of their campaigns, email & social media being a large part of it.
So rather than get annoyed at never ending political chaos, study it! Look at how the candidates are using social media, mainstream and cable media, and email.
Trump has control over the media cycle like no one else in the field, but so far has been virtually nonexistent in the email sphere (which is quite remarkable given his dominance in the media).
Sanders has been masterful at his use of email and social media to build his following and to get his 'microdonations'. And according to eDataSource, he's got an email list upwards of 5 million names.
And Hillary has an email list of 7 million names and has not been afraid to use them. Hillary sent out nearly a billion emails in just 60 days! That's a LOT of mail!
Hillary's email strategy "appears" (so far) to be much more sophisticated than Trump's. Her campaign, much like Obama's 2 previous campaigns, have automation (even a welcome series!), high levels of segmentation, sophisticated testing, and some "interesting" subject lines. With 7 million addresses, she's got quite a lot of data to test and get some pretty good data to use.
Trump, on the other hand, uses email in a different way... More of a "transactional" approach, if you will to thank supporters, invite them to events, and to share information such as endorsements.
As we progress through the season, it will be interesting to watch how these candidates use email to get their message out there.
Keep an eye on both sides of the aisle and watch the marketing closely. I think we can all stand to learn a lot just by paying attention. Watch for the things that stand out as both good and bad and pay attention to how they communicate, when they communicate, and the calls to action.
Buckle up, folks... We're in for a bumpy ride!
For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.
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