The document discusses email marketing strategies and their use in political campaigns. It begins with statistics on the growth of email usage and then discusses various email marketing tools and their effectiveness. It then reviews studies of how political candidates have used email and text messages in past campaigns, finding that personalized emails had a positive impact on voter involvement while impersonal text reminders were also effective for turnout. The document analyzes and compares the email strategies used by Obama and Romney in the 2012 US election, noting differences in frequency, personalization, and message content. It concludes by discussing lessons from Obama's 2012 campaign that could be applied to political emails for European elections in 2014, including hypersegmentation, testing, and opt-in forms.

1. CURSOS DE VERANO 2014
REDES SOCIALES Y POLÍTICA: PROMESAS, TRAMPAS Y
OPORTUNIDADES
“CAMPAÑAS DE EMAIL MARKETING: EFICACIA O
INUTILIDAD”
MONTSERRAT FERNÁNDEZ CRESPO

2. CAMPAÑAS DE EMAIL MARKETING: EFICACIA
O INUTILIDAD
1. Email Marketing: Cifras de interés
2. Email Marketing: Herramientas y posibilidades
3. Email en campaña electoral: Antecedentes
para la investigación
4. Email en campaña electoral: Comparativo
Obama 2012-Europeas 2014
ÍNDICE

3. Email Marketing: Cifras de interés

4. Email Statistics Report, 2013-2017: Accounts
 The total number of worldwide email accounts is expected to increase
 Email is remains the go-to form of communication in the Business world
 Consumer email accounts make up the vast majority of worldwide email accounts
The Radicati Group, INC. (www.radicati.com)

5. Email Statistics Report, 2013-2017: Traffic
 The majority of email traffic comes from business email
 Consumer email traffic, on the other hand, is expected to decrease
Consumers are now opting to use social networking sites, instant messaging, Mobile
IM, and text messaging for instantaneous communication with family and friends
The Radicati Group, INC. (www.radicati.com)

6. Email Statistics Report, 2013-2017: Mobile Users
The Mobile Email market has shown strong growth over the past year, a trend that is
expected to continue.
The Radicati Group, INC. (www.radicati.com)

7. España 2014: El WhatsApp le gana al e-mail
“No es tanto que el correo haya caído; el gran cambio es que los nuevos internautas
acceden desde el móvil y la tableta, y emplean por norma la mensajería instantánea
desde el primer momento. Baja el correo, pero porque los otros suben”, matiza José
Andrés Gabardo, director técnico de AIMC.
http://tecnologia.elpais.com/tecnologia/2014/04/22/actualidad/1398156444_987567.html

8. 33 Email Marketing Statistics You Need To Know In 2014
“We heard the hype in 2013 about the death of email marketing, but we’ve
discovered current statistics that support its thriving life. Email is working and
working well.” Paul Gavin Jorgensen
http://blog.expresspigeon.com/2014/01/06/email-marketing-statistics-2014/
 Companies view email marketing as a better return on investment than PPC,
content marketing, social media, offline direct marketing, affiliate marketing, online
display advertising, and mobile marketing
 91% of consumers check their email at least once a day
 Companies that use an email service provider are more likely to be satisfied with
their email marketing than companies who do not.
 Email is the most popular activity on smartphones among users ages 18-44.
 66% of US online consumers, ages 15 and up made a purchase as a result of email
marketing messages.

9. Inbox workers: Business email grows (2012)
“For many people, email is no longer just a messaging system. It has become the
primary tool for storing, sharing and searching for information. "
"What is clear is that, despite the huge number of specialist collaboration and social
tools that have come to market in recent years, email remains the first choice for the
majority of business users.“ Peter Bauer, CEO and co-founder, Mimecast
http://mimecast.ulitzer.com/node/2447364
Four hours per day;
equivalent to more than 37
full 24-hour days over a
working year, 111 working
days, or 888 working hours.4However, users
are also
frustrated by the
limitations of
email
Email not just as a
communications tool but as
a file store, search engine
and a collaboration
platform.

10. Calculated from 397
million opens
tracked by Litmus
Email Analytics in
May 2014
E-mail 2014: Aplicaciones y dispositivos
http://emailclientmarketshare.com/

11. Email Marketing: Herramientas y posibilidades

12. E-mail Marketing 2014: Campaigns Tools

13. http://mailchimp.com/
Build a list
Create a template
Send your campaign
Track your results
E-mail Marketing 2014: Campaign’s Tools

14. 10 Reasons Why Email Marketing Works
http://blog.bellcom.co.uk/index.php/2013/01/10-reasons-why-email-marketing-still-works/
1. Personalisation and Segmentation
2. Increased Measurability
3. Still the Most “Businessy” Medium
4. Volume of Users
5. Seen as a Transactional Medium
6. Testing
7. Reduced Expenses
8. Less Intrusive
9. Targeted
10. Interactivity

15. 10 Reasons Why Email Marketing Works
1. Personalisation and Segmentation
Email marketing gives you the luxury of quickly personalized campaigns, in order to
specifically target your intended audience.

16. 10 Reasons Why Email Marketing Works
2. Increased Measurability
Analytical and tracking tools, allowing you to see who has opened your email and what
specific links have been followed.

17. 10 Reasons Why Email Marketing Works
3. Still the Most “Businessy” Medium
Not only does it suggest a more serious, grown-up conversation, business professionals
generally do not go on to social media websites for private, business-related
conversations.

18. 10 Reasons Why Email Marketing Works
4. Volume of Users
Email tops the list of active accounts and users, with nearly three times the amount of
users than Facebook and Twitter combined.
If you are targeting an older audience, a lot of your prospects will not have Facebook.
Worldwide Email Accounts
4,116
Millions

19. 10 Reasons Why Email Marketing Works
5. Seen as a Transactional Medium
When comparing to other forms of marketing, such as social media marketing, messages
get less attention as customers are in a frivolous, non-business or transactional state of
mind.

20. 10 Reasons Why Email Marketing Works
6. Testing
There are several techniques to test your email marketing; whether you chose to split test
or try out more involved methods, testing will allow you to tailor emails to address each
customer’s interests and needs.

21. 10 Reasons Why Email Marketing Works
7. Reduce Expenses
On average, email marketing is likely to cost less than 10% of a direct marketing
campaign, whilst reaching a considerably larger audience.

22. 10 Reasons Why Email Marketing Works
8. Less Intrusive
We are frequently interrupted in prior activity with messages that are often unsolicited.
Email marketing works because customers actively open your email.

23. 10 Reasons Why Email Marketing Works
9. Targeted
However, email marketing works more efficiently because you are sending out targeted
messages to the right audience, which can be based on their preferences, location, local
market conditions and other influences.
[

24. 10 Reasons Why Email Marketing Works
10. Interactivity
Your audience can forward your email to friends, click on your links to view more
information, add products and services to their shopping carts, access their personal
accounts, update subscriptions, visit and read your blogs, post to your Facebook page and
follow you on Twitter – all from one email you send out.

25. Email Marketing Mobile Apps
47% of email is now opened on a mobile device
Litmus –”Email Analytics” (April 2014)

26. Email en Campaña Electoral:
Antecedentes para la investigación

27. Getting closer: The effects of
personalized and interactive
online political
communication
Kruikemeier et al. (2013)
“As expected, both studies show that
personalization and interactivity have a
positive effect on citizens’ political
involvement… we also found that the
combined effect of personalized,
interactive online political
communication has an even stronger
positive effect on citizens’ involvement
than when taken separately.”
Online Political Communication: Web sites
Political advertising and
information seeking:
Comparing exposure
via traditional and internet
channels
Kaid, L.L. (2002)
Those exposed to messages via the
Internet were more likely to want to see
more ads, watch more news about a
candidate, talk to others about a
candidate, read newspaper articles about
a candidate, and have the desire to vote
in the next election.

28. Closing the gap, raising the
bar: Candidate web site
communication in the 2006
campaigns for congress
Gulati and Williams (2007)
Informational Content
One-directional, from the
candidate to the user, and
deals with a candidate’s
background, personal
qualities, and record of
accomplishments.
Online Political Communication: Web sites
Involvement and
engagement
Feel involved, such as by
making a financial
contribution online,
registering to receive the e-
newsletter, or signing up to
volunteer for the campaign.
Mobilization
Asks volunteers to spread
the candidate’s message or
persuade others to support
the candidate.
CONTENT

29. Politics moves online:
Campaigning and the internet
Cornfield, M. (2004)
“Candidates will find the strategic
use of e-mail more effective than
their Web sites for Internet
campaigning and noted that e-mail
messages deliver information directly
to the user, whereas Web sites must
be sought out.”
Online Political Communication: Web sites
The 2004 presidential
campaign: A communication
perspective
Williams, A. P. (2005)
“The blurring of the lines between
these two classifications means that
Web-based, controlled media such
as ads, Web pages, blog posts,
hyperlinks, multimedia, and e-mails
can potentially overcome selective
exposure.”

30. Does Email Boost Turnout?
Nickerson, D. W. (2007)
1. Campaigns view email as an effective tool. (According to the 2004 Post-Election Pew
Internet & American Life Project tracking survey.)
2. Voters themselves view email as increasing voter turnout. (Pew 2005)
3. Direct mail has been demonstrated to be effective at increasing turnout… Thus, email
should be expected to affect turnout decisions in roughly the same manner as direct
mail.
4. Email elicits trust and cooperation in laboratory settings (Frohlich and Oppenheimer,
1998)… Email exhibited two-thirds the effectiveness of face-to-face communication at
increasing levels of cooperation.
5. The political psychology literature has shown that trusted sources affect political
attitudes.. it is possible that communication from a trusted source can similarly raise
the perceived importance of voting and thereby boost turnout.
Online Political Communication: Email
Five primary reasons to think that email may be an effective tool at mobilizing voters

31. Does Email Boost Turnout?
Nickerson, D. W. (2007)
“These experiments strongly suggest that political campaigns employing email as a get
out the vote tool are wasting their time. Email is a low cost form of campaign
communication, but it is also of little benefit for registration and turnout. Email may be
useful for other campaign activities (e.g., organize rallies, solicit donations, disseminate
information), but those topics are beyond the scope of this inquiry.”
The simplest interpretation is that email is ineffective as a voter mobilization tool.
Online Political Communication: Email
RESULTS
“Three non-partisan organizations conducted 13 experiments in three different elections
to determine the usefulness of email for voter registration and increasing voter turnout.”

32. Don’t Forget to Vote:
TextMessage Reminders as a
Mobilization Tool
Dale and Strauss (2009)
“Impersonal text messages are as
effective as other, more personal,
forms of voter mobilization.”
A straightforward, noticeable
reminder that Election Day is
imminent—such as a text message—
helps ensure that citizens who want
to vote, do vote.
Online Political Communication: TextMessage
“Like an oil change, voting is an activity that needs to be put on the “to do” list (Nickerson and Rogers
forthcoming). Voting is not part of one’s daily routine, even for experienced voters; reminders help ensure
that potential voters do not forget to visit their polling places.”
The experiment began with a potential sample size of 12,740 participants. Although all participant phone numbers…

33. Don’t Forget to Vote:
TextMessage Reminders as a
Mobilization Tool
Dale and Strauss (2009)
Online Political Communication: TextMessage
Two treatment dimensions
[
[

34. The Cost of Convenience:
An Experiment Showing
E-Mail Outreach Decreases
Voter Registration
Bennion and Nickerson(2010)
Online Political Communication: Email
Testing use online voter registration tools
“…0.3 percentage
points less likely to be
registered to vote”
“…increased rates of
registration by 4
percentage points”

35. Candidate Campaign E-Mail
Messages in the Presidential
Election 2004
Williams and Trammell (2005)
“In analyzing the candidates’ use of
e-mail messages during the 2004
campaign, it became evident that
each candidate had his own distinct
style.
Analyzing the candidates’ use of email in electoral campaigns
 Frecuency of email messages
 Direct address
 Self-promotion versus Opponent attck
 Interactivy
 Issues
 Message Strategy

36. Candidate Campaign E-Mail
Messages in the Presidential
Election 2004
Williams and Trammell (2005)
Analyzing the candidates’ use of email in electoral campaigns

37. Candidate Campaign E-Mail
Messages in the Presidential
Election 2004
Williams and Trammell (2005)
Analyzing the candidates’ use of email in electoral campaigns

38. Candidate Campaign E-Mail
Messages in the Presidential
Election 2004
Williams and Trammell (2005)
Analyzing the candidates’ use of email in electoral campaigns

39. Candidate Campaign E-Mail
Messages in the Presidential
Election 2004
Williams and Trammell (2005)
Analyzing the candidates’ use of email in electoral campaigns

40. Candidate Campaign E-Mail
Messages in the Presidential
Election 2004
Williams and Trammell (2005)
Analyzing the candidates’ use of email in electoral campaigns
 Fundraising tended to both be the most prevalent topic
 The candidates were attempting to create a culture of partnership (To be a better nation)
 The encouragement that a potent message be forwarded around the Web to reach those
who are possibly not yet familiar with the candidates’ campaign
 Providing a mechanism to forward messages
DISCUSSION
“Perhaps the two most noteworthy differences found in this study are
those between the two candidates’ e-mail message strategies in terms of
how each dealt with supporter participation and viral marketing.”

41. E-MAILS, Propaganda and the
2012 Presidential Election:
A content Analysys
Mosier, J. (2013)
Analyzing the candidates’ use of email in electoral campaigns
Hypothesis 1: Overall, there will be a higher
prevalence of “acclaim” messages.
Hypothesis 2: There will be a greater prevalence of
messages dealing with character than with policy.
Hypothesis 3: The challenging candidate (Romney)
will have sent out more attack messages than the
incumbent (Obama).

42. Uso del email en campaña: analizando mails
Montse Fernández Crespo

43. Uso del email en campaña: analizando mails
Obama versus Romney (2012)
19/10/2012 al 02/11/2012
48 / 50
Número de mensajes
209 / 84
Promedio de palabras
Obama Romney
Montse Fernández Crespo

44. Uso del email en campaña: analizando mails
Obama versus Romney – Saludo en cuerpo mensaje (2012)
Hey, Montse
Dear Montse
Hi Montse --
Montse --
Montse
I'm asking you to dig deep, Montse:
We're being seriously outraised, Montse.
Hi!
Hey,
OK, Montse -- this is literally the last email you're
going to get from us about a contest on this campaign.
You should make sure everyone you know has a plan
to vote, Montse.
Friend,
19/10/2012 al 02/11/2012
Montse Fernández Crespo

45. Uso del email en campaña: analizando mails
Obama – Asunto del mensaje (2012)
19/10/2012 al 02/11/2012
Montse Fernández Crespo

46. Uso del email en campaña: analizando mails
Romney – Asunto del mensaje (2012)
19/10/2012 al 02/11/2012
Montse Fernández Crespo

47. Uso del email en campaña: analizando mails
Obama – Asunto del mensaje (2012)
19/10/2012 al 02/11/2012
Montse Fernández Crespo

48. Uso del email en campaña: analizando mails
Romney – Asunto del mensaje (2012)
19/10/2012 al 02/11/2012
Montse Fernández Crespo

49. Email en Campaña Electoral: Comparativo
Obama’12 – Europeas 2014

50.  Hypersegmentation - Targeting
Using personalized Landing Pages
 Great use of Opt-in forms
 Made-to-click subject lines
Testing drafts, subjects and from lines
http://blog.kissmetrics.com/email-marketing-lessons-obama/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+KISSmetrics+%28KISSmetrics+Marketing+Blog%29
Email Marketing Lessons From The Obama Campaign

51. Email Marketing Lessons From The Obama Campaign
Hypersegmentation - Targeting
The Obama campaign sent out 1 billion emails over the course of the campaign but, they
were tightly targeted depending on the person’s location and the issues they had
indicated were important to them.
http://www.theemailguide.com/email-marketing/rahaf-harfoush-building-brand-success-via-email-and-social-media/
Mi hijo, vía mis amigos facebook, ha sido “avistado”
Recibí 5 mensajes email animándome a animarle

52. Email Marketing Lessons From The Obama Campaign
Hypersegmentation - Targeting

53. Email Marketing Lessons From The Obama Campaign
Using personalized Landing Pages
Even though he is the President, that’s still very much a landing page! Best of all, the
personalized aspect probably led to some phenomenal conversion rates.

54. Mantenimiento canal de campaña para engage campañas concretas
http://www.barackobama.com/

55. Email Marketing Lessons From The Obama Campaign
Great use of Opt-in forms
One thing you’ll notice about Barack Obama’s website is that the campaign team is all
about collecting more email leads.

56. Email Marketing Lessons From The Obama Campaign
Made-to-click subject lines
Very personal, and they rely heavily on the information gap theory of curiosity, proposed
by neuroeconomics expert, George Loewenstein.

57. Most of the $690 million Obama raised online came from fundraising e-mails
“We did extensive A-B testing not just on the subject lines and the amount
of money we would ask people for,” says Amelia Showalter, director of
digital analytics, “but on the messages themselves and even the
formatting.”
“When we saw something that really moved the dial, we would
adopt it.”
“I will be outspent”
According to testing data shared with
Bloomberg Businessweek, that
outperformed 17 other variants and raised
more than $2.6 million.
Most people have a nearly
limitless capacity for e-mail
and won’t unsubscribe no
matter how many they’re sent
… we had 18 or 20 writers…
The data didn’t show any
negative consequences to
sending more
http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
Email Marketing Lessons From The Obama Campaign
Testing drafts, subjects and from lines

58. …from lines
Stephanie Cutter
Obama for America
Jeremy Bird
Obama Store 2012
Obama for America
Julianna Smoot
Rufus Gifford
Michelle Obama
Barack Obama
Rufus Gifford
Dr. Maya Angelou
David Axelrod
Jim Messina
Joe Biden
Ann Marie Habershaw
Mitch Stewart
Bridget Halligan
James Taylor
Marlon Marshall
Yohannes Abraham
Email Marketing Lessons From The Obama Campaign
Testing drafts, subjects and from lines

59. La campaña de Obama necesita expertos en email
Job Description:
Experienced writer/producers to work with email outreach team on
planning and writing effective email campaigns, identifying and
cutting recipient lists, construction of html emails and landing
pages, editing and quality assurance, and data analysis and reporting.
Requirements:
* Excellent writing and editing skills with strong attention to detail
* Degree in Journalism, English, Political Science, or related field
* Minimum of one year of professional writing experience, preferably
for a progressive elected official or non-profit organization
* Experience constructing HTML emails and using mass email software
(e.g. Blue State Digital, Convio, GetActive)
* Functional knowledge of HTML
* Ability to work under deadline pressure and manage multiple projects
Submit resume and cover letter to jobsforchange@gmail.com.
Email Marketing Lessons From The Obama Campaign
…expertos en email
… we had 18 or 20 writers…
The data didn’t show any
negative consequences to
sending more

60. Elecciones Europa 2012:
El caso de España en el no-uso del email marking
¿Motivo de la consulta?
NO campaña de Email

61. Elecciones Europa 2012:
El caso de España en el no-uso del email marking
NO posibilidad de contacto por email

62. Elecciones Europa 2012:
El caso de España en el no-uso del email marking
¿Tema de la consulta?
NO campaña de Email

63. Elecciones Europa 2012:
El caso de España en el no-uso del email marking
NO posibilidad de contacto por email

64. Elecciones Europa 2012:
El caso de España en el no-uso del email marking
1correo recibido (agradecimiento)
NO campaña de Email

65. “We do know that getting all those e-mails in your
in-box is at least mildly irritating to some people.
Even my father would point that out to me.”
but…
…it work

66. Envío de mails orientado
http://www.whitehouse.gov/

67. http://www.gouvernement.fr/
Envío de mails orientado

68. Redes Sociales en primera página
http://www.bundesregierung.de/Webs/Breg/DE/Startseite/startseite_node.html

69. NO POSIBILIDAD de envío de mails
No mantenerse informado- NO Redes Sociales en primera página
http://www.lamoncloa.gob.es/home.htm