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GOP Candidate Email Marketing Analysis
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GOP Candidate Email Marketing Analysis


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An analysis of the email marketing programs of 7 Presidential candidates

An analysis of the email marketing programs of 7 Presidential candidates

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  • Silverpop brings the expertise and experience to support your marketing needs. We are the only marketing technology provider that offers sophisticated marketing automation capabilities built on a robust digital marketing engineSilverpop serves over 1,500 clients across a variety of industries, geographies and business sizes. We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure. Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.
  • Silverpop supports companies of all sizes across a variety of industries and we currently serve more than 1500 clients.Some of our clients are focused on business to consumer, click to buy sales while others support complex, multi-interaction sales cycles, this brings you the best of both worlds helping to understand and incorporate best practices and innovation from both sides of marketing. We work with marketers who want to be leaders in their industries and provide measurable value to their businesses.
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    • 1. Republican Presidential CandidateEmail Marketing “Throwdown”> An analysis of the email marketing programs of7 Presidential candidatesJanuary 2012 to …
    • 2. Overview• Opted in to candidates email programs January 7-9, 2012• Analyzing various elements of email programs from opt-in to opt-out processes, and everything in between• In-progress approach – analyzing email programs as they unfold• Continue to follow programs even as candidates drop out of the race.
    • 3. Candidates Included in Analysis• Newt Gingrich• Rick Santorum• Mitt Romney• Ron Paul• Jon Huntsman• Michele Bachmann• Rick Perry
    • 4. Email Practices: Analysis by Phase1. Opt-in process (completed)2. From and subject lines (coming)3. Design/Layout (coming)4. Content (coming)5. Frequency (coming)6. Overall analysis (coming)
    • 5. Opt-in Process: Overall Scorecard
    • 6. Email Opt-in Scorecard
    • 7. Opt-in Process: Newt Gingrich
    • 8. Home Page – Email opt-in form very visible
    • 9. Good use of real estate to encourage sharing of email opt-in
    • 10. Double opt-in (DOI) confirmation email DOI link should stand out better Inbox view: From & subject line“info” is unrecognizable from name, which is especially critical in a double opt-in confirmation email – should be “Newt Gingrich”
    • 11. Opt-in Process: Rick Santorum
    • 12. Combining “email” signup with “volunteering” may reduce conversion fro those only interested in receiving emailsSplash Page – Not being used currently
    • 13. Home Page – 2 email opt-in promotions + a social sign-up
    • 14. Facebook Request for Permission
    • 15. Opt-in form from Home Page “Email Updates” link Email address is only required field
    • 16. Email opt-in confirmation pageConfirmation page is singularly focused on donations.But should they have also added some social sharing, volunteer recruitment and other CTAs?
    • 17. Opt-in Process: Mitt Romney
    • 18. Splash Page Email updates areprimary CTA; zip code is required field.
    • 19. Drop down asks for zip code Confirmation is also drop down, butno visible notice to check drop down.4 Flash screens; 4th is SIGN UP TODAY Home Page
    • 20. Opt-in Process: Ron Paul
    • 21. Home Page – No email opt-in form, but “Updates” very visible
    • 22. Sign-Up Page Description, benefit statement Sign-up page/form linked from home page + navigation and “Receive Updates” button on every pageEmail address, zip Social sharingcode only requiredfields
    • 23. Subject line: What is a “PCC List” – meaningless to a subscriber Good from nameGreat use of HTML-based button with text that displays even when images are blocked Double opt-in – Please confirm subscription email
    • 24. Social follow buttons Web site and preference center buttons are good; but better would be a true welcome email with a call to action.Double opt-in – subscription confirmed email
    • 25. Subject line: What is a “PCC List” – meaningless to a subscriber Consistent from name Double opt-in confirmation emailWhat’s with the vCard? Pre-populates your supplied data While including opt-out button in DOI confirmation email is an honorable practice, perhaps better to explain process and link to a preference center.
    • 26. Opt-in Process: Michele Bachmann
    • 27. Home Page 2 email opt-in forms; very top asks for email address and zip code; lower form also asks for first and last name.
    • 28. Facebook Request for Permission
    • 29. Post submit page / Volunteer/ preference pageAfter submitting from email form, you are taken to this very detailed “Volunteer” page. No additional fields are required however.
    • 30. Email subscription confirmation pageDecent confirmationpage using a person approach from Michelle. Includes social links. But noother call to actions
    • 31. Subject line: Not horrible, but Welcome email could be more creative, intriguing. “info” isvery poor from name. Good: Bachman was only campaign to use a welcome email! Not so good: Content is identical to Web site confirmation page – no additional value, so what is the purpose?
    • 32. Opt-in Process: Jon Huntsman
    • 33. Splash Page – Simple, focused on email opt-ins
    • 34. Home Page – Email opt-in form very visible
    • 35. Email opt-in confirmation popover Missed Opportunity: By redirecting to Good: Use of popover provides confirmation page, Huntsman campaignimmediate confirmation of opt-in. could have asked for additionalKeeps visitor on home page where information; incorporated social sharing;they can then explore/take further and directed visitor to specific action. pages/action like “Donate” or how to get involved.
    • 36. Opt-in Process: Rick Perry
    • 37. Splash PageNo email opt-in or messaging
    • 38. Home Page Email opt-in is buried well below “the fold” and “Help Contribute” form. There is no other email promotion in navigation or elsewhere. Zip code is required. No use of Twitter icon with follow messaging.
    • 39. Email subscription confirmation page Clean page, but no real call-to-action copy or buttons. “Invite” and “like” copy does not include any instructions, links or Facebook icon.
    • 40. Stay Tuned! Coming next…analysis ofFrom names and subject lines.
    • 41. About Silverpop / Contact
    • 42. The Expertise and Experience to Help You Grow• Marketing automation and email marketing• 1,500+ clients across a variety of industries• 12+ years of market-leading innovation• 20+ billion emails sent annually• Global presence
    • 43. Working with Industry Leaders Financial Services Retail Energy & Utilities Media Business Services SoftwareTravel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education
    • 44. ContactLoren McDonald: @LorenMcDonald Google+: Loren McDonald On Twitter: @Silverpop