Tuesday, November 6, 2012
Did Presidential Race Use Smart E-mail Marketing?
How well did Barack Obama and Mitt Romney use e-mail to market their messages? Recently, Loren McDonald, vice president of industry relations at Silverpop, shared his analysis of e-mails from both presidential campaigns with Target Marketing magazine. He found successes and stumbles on both sides of the election contest. The Obama campaign definitely did better in terms of using first names to personalize for better response: Obama e-mails greeted recipients by first name 98% of the time, while Romney e-mails did it only 8.5% of the time. But the candidates both missed the mark in other areas, such as failing to consistently use a well-known person in the From line. Through July, Obama had used 15 different "From Names," and Romney had used 17 different "From Names." For more analysis of Presidential campaign e-mails, see http://www.targetmarketingmag.com/article/presidential-email-best-practices-do-you-know-better-than-obama-romney/1
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