Political campaign managers and marketers face the same challenges today that more traditional agencies and businesses face – an increasingly fragmented audience spread across a multiplying variety of platforms, media delivery systems and socially connected devices. Throw in the high stakes, limited resources, and quick turnaround times associated with most political campaigns and you’ve created a challenging environment that would test even the most seasoned veteran. Fortunately, as the landscape has diversified and fragmented, the tools available to deliver messaging have also kept pace.
The Growth of Email Marketing
We can all thank former President Barack Obama’s 2012 Presidential Campaign for fully embracing email marketing as an effective tool during his run. His campaign was well known for its use of data and analytics in its outreach, something that hadn’t been done to such a successful degree in previous elections.
President Obama’s email strategy started a trend for the way campaigns operate online. According to Zembula, “His campaign strategy was mainly the use of highly targeted landing pages, a team of 20 copywriters, and A/B tested opt-in forms”.
It’s been six years since the Obama’s victory in the 2012 election, and just over one year since the last election and email marketing is an even more common tool today. For most campaigns, hundreds of millions in donations are raised through email marketing, so the stakes are incredible and avoiding mistakes is critical.
Let’s take a look at two common challenges that every political email campaign has to face. And while not every email campaign is going to be perfect, there are some major stumbling blocks that political campaigns need to avoid.
Directly into the Spam Folder
Let’s use an example from our most current election. According to Zembula.com, “In Trumps first official fundraiser email, they saw $3.3 million turned in during the first day, and $3.4 million in the next”. Seeing these number might have you to believe that the Trump campaign had a great start to their email marketing, but as stated in Politico, the downfall is that 60% of those emails went directly into spam folders. This was a big problem, and not all of the blame can be directed towards the Trump campaign. Zembula reports, “This happened because of a domain change in the email path, something that was entirely avoidable”. If you eliminate the spam rate, the results the Trump campaign could have pulled in would have been exponentially more than the actual results.
Email Hygiene and Audience Data
Keeping your email data clean and up to date would seem to be a simple issue, right? That is a common misconception. Email marketing can run into many problems, but not cleaning and updating your data is the most common. This can lead to negative results in your overall open, click, and conversion rates. Data maintenance is very crucial. When your data is full of bad domains, hidden threats, inactive and/or disengaged readers your spam levels, poor clicks, and potential hits to your sender reputation can be dramatically impacted. Conversely, improved and clear data can positively impact the success of even the smallest email marketing campaigns.
Here is another example from AdAge where the Trump campaign missed the mark.
The company also reported recently that the Trump camp sent out 21 different targeted email messages in May, 7.9% of which were marked as spam by people who recieve them. The Bernie Sanders campaign sent out 272 different emails messages, 0.3% of which were deemed spam. Ms. Clinton’s campaign sent a whopping 658 different email variations, none of which got marked as spam.
Remember, that data is your friend, not your enemy. Understanding your data is crucial. Creating personalized emails to specific audiences that address issues that concern them, increases engagement rates. Building a long term network of engaged and active voters depends on understanding the data you have, creating personalized messaging that aims at the heart of your voter’s concerns, issues, and motivations.
Now that we’ve discussed some of the challenges that political email campaigns face, let’s go over what needs to be done to help get back on track. Here at Webbula we have the solutions that can help solve these issues for you.
What is Webbula emailHygiene and how can it help you?
Webbula emailHygiene helps identify the hidden threats lurking in your email data. Webbula emailHygiene includes email verification, email hygiene, and social media authentication, making it the most powerful and comprehensive solution available. This gives you the information you need to make an informed decision regarding your own sender reputation. Data is flagged and ranked according to threat levels without destroying any actual information. The threats we find through emailHygiene filters are categorized into four different threat categories – reputation, fraud, delivery, and conversion. This approach allows you the additional flexibility to manage your data on how you choose while being fully informed about the risks involved. Ensuring much higher deliverability to inboxes and dramatically fewer problems with ESP providers, complainers, and other potential problems that can negatively impact your all-important sender reputation.
Gain a Valuable Edge with our Political Data
Webbula’s dataVault is our proprietary, emailHygiene rated truth set that is aggregated from over 110 trusted sources. Our data is constantly updated and is based solely on self-reported, deterministic data – we never use modeled data. This provides thousands of our clients the confidence and assurance that they can rely on, and have relied on, for almost a decade now.
From this dataVault Webbula has curated a powerful and exacting Political Data taxonomy that is second to none. Webbula’s Political Data helps you build a strong campaign by identifying donors and voters based on targeted demographic insights. Targeting specific audiences empowers you to not only win elections, but to make informed political decision for ballots, bills, propositions, and special interests. Webbula’s comprehensive and immense dataVault makes it possible for you to lead the campaign trail, while achieving the highest level of safety and accuracy.
Our clients trust Webbula to steer their campaigns in the right direction with the highest data quality, yielding scalable, trackable results for their political targeting. Webbula’s data is constantly updated and is 100% non-modeled, self-reported, and deterministic.
The importance of email marketing is clear in political campaigns, therefore it is essential to gain the advantage of email hygiene and its positive impact on your campaign. It is critical to ensure your emails are landing in potential voters inboxes. At Webbula, we are the data quality experts with the solutions you can rely on to build a successful campaign that ends in a win for your candidate.