Republican Presidential Candidate Email Marketing “ Throwdown” > An analysis of the email marketing programs of 7 Presidential candidates January 2012 to …
Republican Presidential Candidate Email Marketing “Throwdown”
> An analysis of the email marketing programs of 7 Presidential candidates
January 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 Phase
1. Opt-in process (completed)
2. From and subject lines (coming)
3. Design/Layout (coming)
4. Content (coming)
5. Frequency (coming)
6. Overall analysis (coming)
Opt-in Process: Overall Scorecard
Email Opt-in Scorecard
Opt-in Process: Newt Gingrich
Home Page – Email opt-in form very visible
Good use of real estate to encourage sharing of email opt-in
Double opt-in (DOI) confirmation email
Inbox view: From & subject line
DOI link should stand out better
“info” is unrecognizable from name, which is especially critical in a double opt-in confirmation email – should be “Newt Gingrich”
Opt-in Process: Rick Santorum
Combining “email” signup with “volunteering” may reduce conversion fro those only interested in receiving emails
Splash Page – Not being used currently
Home Page – 2 email opt-in promotions + a social sign-up
Facebook Request for Permission
Opt-in form from Home Page “Email Updates” link
Email address is only required field
Email opt-in confirmation page
Confirmation page is singularly focused on donations. But should they have also added some social sharing,
volunteer recruitment and other CTAs?
Opt-in Process: Mitt Romney
Splash Page
Email updates are primary CTA; zip code
is required field.
Home Page
Drop down asks for zip code
Confirmation is also drop down, but no visible notice to check drop down.
4 Flash screens; 4th is SIGN UP TODAY
Opt-in Process: Ron Paul
Home Page – No email opt-in form, but “Updates” very visible
Sign-up page/form linked from home page + navigation and “Receive Updates” button on every page
Description, benefit statement
Email address, zip code only required fields
Social sharing
Sign-Up Page
Subject line: What is a “PCC List” –meaningless to a subscriber
Good from name
Double opt-in – Please confirm subscription email
Great use of HTML-based button with text that displays even when images are blocked
Double opt-in – subscription confirmed 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.
Subject line: What is a “PCC List” –meaningless to a subscriber
Consistent from name
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.
What’s with the vCard?
Double opt-in confirmation email
Opt-in Process: Michele Bachmann
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.
Facebook Request for Permission
Post submit page / Volunteer/
preference page
After submitting from email form, you are taken to this very detailed “Volunteer” page. No
additional fields are required however.
Email subscription confirmation page
Decent confirmation page using a person
approach from Michelle. Includes social links. But no
other call to actions
Welcome email
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?
Subject line: Not horrible, but could be more creative,
intriguing.
“info” is very poor
from name.
Opt-in Process: Jon Huntsman
Splash Page – Simple, focused on email opt-ins
Home Page – Email opt-in form very visible
Email opt-in confirmation popover
Good: Use of popover provides immediate confirmation of opt-in. Keeps visitor on home page where they can then explore/take further
action.
Missed Opportunity: By redirecting to confirmation page, Huntsman campaign
could have asked for additional information; incorporated social sharing;
and directed visitor to specific pages/action like “Donate” or how to get
involved.
Opt-in Process: Rick Perry
Splash Page
No email opt-in or messaging
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.
Stay Tuned! Coming next…analysis of From names and subject lines.
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