Political email marketing is about establishing faith, fidelity, and name recognition. In contemporary, technology-brewed society, in order to accomplish aforementioned criterions with the best outcomes possible, which eventually, is victory, one needs to utilize both online resources, for instance, direct email marketing, and print resources.
Repetitive and prolonged exposure is very significant. The foundation of your effective political campaign marketing begins with consistent, customary campaigns for postcard marketing to consistently expose supporters and voters to your key information, name, and picture.
Political email marketing played a key role in highly remarkable re-election bid of President Obama in 2012. The star of the presidential election campaign back in 2012 was shrewd email marketing strategy deployed by Barack Obama and his digital marketing team. The strategy by his digital team alone had managed to rake in $690M online, propelled by fundraising emails. This year, the role of email marketing is set to be even bigger than what it was in 2012.
Let us have a look at how effective political campaigns are using email marketing as their direct way to the White House.
Primarily, there are numerous strategies employed by them for successful email marketing campaigns, but the ace strategies are ‘Engagement’ and ‘Size of Subscriber List’.
Marketers, who are best-in-class, pay a substantial attention to the amount of their emails, which reach the inbox. This is because they know the importance of effect an email has on engagement rates or the number of opened emails. Subscribers, in many cases, rarely take the time to loiter through the spam box to have a look at the emails unless they are expecting something extremely important, which are basically primarily transactional emails.
Going through the rate of emails read by subscribers, the percentage of email read rate sent through three email campaigns by Fiorina is 31%. Bernie Sanders stands at the number two position with a read rate of 26%. Hillary Clinton stands at number three with read rate 22% followed by Rubio with 9%, Jeb Bush with 7%, and Huckabee at 4%.
The read rate of Obama’s email campaign was 10%, which is below the average 14% read rate in comparison to those in the current league for presidential elections 2016.
While email read rates are extremely significant, they are a singular metric, which is measured to reach the final goal.
The size of your list of subscribers is extremely important. Engagement and deliverability can offset the impression of your subscriber list size in a positive or a negative way. For instance, in the case of Rand Paul, acquiring a mammoth-sized registered voter mailing list still means approaching a massive amount of subscribers despite an extremely low rate of inbox placement at 45%, and a read rate of 12%.
On the other hand, Bernie Sanders surely has an extremely small subscriber list when compared to others, but the deliverability rates, which is, his rates of inbox placements are extremely high at 92%, especially against Hillary Clinton, who happens to be a household figure with comparatively more money and massive email lists of subscribers in her favor.
The strong strategies implied by email marketing team and social media marketing for the US presidential elections 2016 has reportedly attracted the largest amount of financial resources and biggest political donation in the entire course of the US political history. Jeb Bush ranks first with the largest number of donors with 77% of total contributions. Marco Rubio occupies the second rank with 59%, closely followed by Ted Cruz with 58%. Hillary Clinton occupies 32% of political contributions, followed by Martin O’Malley with 17%, Ben Carson with 12%, Donald Trump with 2.9%, and Bernie Sanders with 0.1%.
Talking about donations, Bush occupies the highest concentration of donors with 58%, followed by Rubio with 47%, Cruz with 45%, Clinton with 28%, and Martin O’Malley with 4.3%.
As of now, there are various possibilities, as we cannot be sure of who will win the way to the White House. 2008 and 2012 may be similar to 2016, where the most influential ones like Clinton may find themselves falling behind the underdogs, all thanks to stronger email marketing strategies.