GOP Candidate Email Marketing Analysis
-
Upload
ken-bonifay -
Category
Documents
-
view
523 -
download
0
description
Transcript of GOP Candidate Email Marketing Analysis
![Page 1: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/1.jpg)
Republican Presidential Candidate Email Marketing “Throwdown”
> An analysis of the email marketing programs of 7 Presidential candidates
January 2012 to …
![Page 2: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/2.jpg)
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.
![Page 3: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/3.jpg)
Candidates Included in Analysis
• Newt Gingrich
• Rick Santorum
• Mitt Romney
• Ron Paul
• Jon Huntsman
• Michele Bachmann
• Rick Perry
![Page 4: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/4.jpg)
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)
![Page 5: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/5.jpg)
Opt-in Process: Overall Scorecard
![Page 6: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/6.jpg)
Email Opt-in Scorecard
![Page 7: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/7.jpg)
Opt-in Process: Newt Gingrich
![Page 8: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/8.jpg)
Home Page – Email opt-in form very visible
![Page 9: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/9.jpg)
Good use of real estate to encourage sharing of email opt-in
![Page 10: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/10.jpg)
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”
![Page 11: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/11.jpg)
Opt-in Process: Rick Santorum
![Page 12: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/12.jpg)
Combining “email” signup with “volunteering” may reduce conversion fro those only interested in receiving emails
Splash Page – Not being used currently
![Page 13: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/13.jpg)
Home Page – 2 email opt-in promotions + a social sign-up
![Page 14: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/14.jpg)
Facebook Request for Permission
![Page 15: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/15.jpg)
Opt-in form from Home Page “Email Updates” link
Email address is only required field
![Page 16: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/16.jpg)
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?
![Page 17: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/17.jpg)
Opt-in Process: Mitt Romney
![Page 18: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/18.jpg)
Splash Page
Email updates are primary CTA; zip code
is required field.
![Page 19: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/19.jpg)
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
![Page 20: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/20.jpg)
Opt-in Process: Ron Paul
![Page 21: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/21.jpg)
Home Page – No email opt-in form, but “Updates” very visible
![Page 22: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/22.jpg)
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
![Page 23: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/23.jpg)
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
![Page 24: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/24.jpg)
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.
![Page 25: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/25.jpg)
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
![Page 26: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/26.jpg)
Opt-in Process: Michele Bachmann
![Page 27: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/27.jpg)
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.
![Page 28: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/28.jpg)
Facebook Request for Permission
![Page 29: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/29.jpg)
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.
![Page 30: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/30.jpg)
Email subscription confirmation page
Decent confirmation page using a person
approach from Michelle. Includes social links. But no
other call to actions
![Page 31: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/31.jpg)
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.
![Page 32: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/32.jpg)
Opt-in Process: Jon Huntsman
![Page 33: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/33.jpg)
Splash Page – Simple, focused on email opt-ins
![Page 34: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/34.jpg)
Home Page – Email opt-in form very visible
![Page 35: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/35.jpg)
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.
![Page 36: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/36.jpg)
Opt-in Process: Rick Perry
![Page 37: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/37.jpg)
Splash Page
No email opt-in or messaging
![Page 38: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/38.jpg)
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.
![Page 39: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/39.jpg)
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.
![Page 40: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/40.jpg)
Stay Tuned! Coming next…analysis of From names and subject lines.
![Page 41: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/41.jpg)
About Silverpop / Contact
![Page 42: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/42.jpg)
The Expertise and Experience to Help You Grow
• Marketing automation and email marketing
• 1,500+ clients across a variety of industries
• 12+ years of market-leading innovation
• 20+ billion emails sent annually
• Global presence
![Page 43: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/43.jpg)
Energy & Utilities Media Business ServicesFinancial Services
Travel & Hospitality HardwareFood & BeverageNon-Profit
Retail
Entertainment
Software
Education
Working with Industry Leaders
![Page 44: GOP Candidate Email Marketing Analysis](https://reader034.fdocuments.in/reader034/viewer/2022051112/5593b57f1a28ab456b8b463c/html5/thumbnails/44.jpg)
Contact
Loren McDonald: @LorenMcDonaldGoogle+: Loren [email protected]
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com