Thursday, November 29, 2012

Can Romney's Loss Be Traced to List Shortfalls?

Did anemic mailing lists help doom the Romney campaign? A "Direct Marketing News" piece by News Editor Al Urbanski cites a telling analysis by GB Heidarsson, SVP of sales and marketing at eDataSource, which monitored the mailings of both candidates during the campaign. Heidarsson reports that Romney's mailing list consisted of about 4 million individual supporters, versus 40 million for Obama, The Obama campaign also sent more total e-mails, at the rate of 20-to-1, according to Heidarsson. Romney, who notably lost out with Hispanics, younger voters and women, even failed to knock on the doors of his conservative Republican base: "Obama was using all the lists the Democratic National Committee had, but we couldn't see — and we followed this closely — any list rentals or co-registrations for Romney," Heidarsson told DM News. He concludes, "What percentage of a 10-times-larger list would you have had to get to vote another way to actually win this election? The way I see it, the Romney campaign left a huge potential channel virtually untouched."

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