Republican Presidential CandidateEmail Marketing “Throwdown”> An analysis of the email marketing programs of7 Presidential candidatesJanuary 2012 to …
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.
Candidates Included in Analysis• Newt Gingrich• Rick Santorum• Mitt Romney• Ron Paul• Jon Huntsman• Michele Bachmann• Rick Perry
Email Practices: Analysis by Phase1. Opt-in process (completed)2. From and subject lines (completed)3. Content (coming)4. Design/Layout (coming)5. Frequency (coming)6. Overall analysis (coming)
Good use of real estate to encourage sharing of email opt-in
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”
Home Page – No email opt-in form, but “Updates” very visible
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
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
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
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.
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.
Email subscription confirmation pageDecent confirmationpage using a person approach from Michelle. Includes social links. But noother call to actions
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?
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.
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.
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.