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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