An analysis of the email marketing programs of 7 Presidential candidates

1. Republican Presidential Candidate
Email Marketing “Throwdown”
> An analysis of the email marketing programs of
7 Presidential candidates
January 2012 to …

2. 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.

3. Candidates Included in Analysis
• Newt Gingrich
• Rick Santorum
• Mitt Romney
• Ron Paul
• Jon Huntsman
• Michele Bachmann
• Rick Perry

4. 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)

5. Opt-in Process: Overall Scorecard

6. Email Opt-in Scorecard

7. Opt-in Process: Newt Gingrich

8. Home Page – Email opt-in form very visible

9. Good use of real estate to encourage sharing of email opt-in

10. Double opt-in (DOI) confirmation email
DOI link should stand out better
Inbox view: From & subject line
“info” is unrecognizable from name, which is especially critical in a
double opt-in confirmation email – should be “Newt Gingrich”

11. Opt-in Process: Rick Santorum

12. Combining “email”
signup with
“volunteering” may
reduce conversion
fro those only
interested in
receiving emails
Splash Page – Not being used currently

13. Home Page – 2 email opt-in promotions + a social sign-up

14. Facebook Request for Permission

15. Opt-in form from Home Page “Email Updates” link
Email address is only required
field

16. 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?

17. Opt-in Process: Mitt Romney

18. Splash Page
Email updates are
primary CTA; zip code
is required field.

19. 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
Home Page

20. Opt-in Process: Ron Paul

21. Home Page – No email opt-in form, but “Updates” very visible

22. Sign-Up Page
Description, benefit
statement
Sign-up page/form
linked from home
page + navigation
and “Receive
Updates” button on
every page
Email address, zip
Social sharing
code only required
fields

23. Subject line: What is a “PCC List” –
meaningless to a subscriber
Good from name
Great use of HTML-based
button with text that
displays even when
images are blocked
Double opt-in – Please confirm
subscription email

24. Social follow buttons
Web site and
preference
center buttons
are good; but
better would
be a true
welcome
email with a
call to action.
Double opt-in – subscription
confirmed email

25. Subject line: What is a “PCC List” –
meaningless to a subscriber
Consistent from name
Double opt-in confirmation email
What’s with the
vCard?
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.

26. Opt-in Process: Michele Bachmann

27. 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.

28. Facebook Request for Permission

29. 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.

30. Email subscription
confirmation page
Decent confirmation
page using a person
approach from
Michelle. Includes
social links. But no
other call to actions

31. Subject line: Not horrible, but Welcome email
could be more creative,
intriguing.
“info” is
very poor
from
name.
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?

32. Opt-in Process: Jon Huntsman

33. Splash Page – Simple, focused on email opt-ins

34. Home Page – Email opt-in form very visible

35. Email opt-in confirmation popover
Missed Opportunity: By redirecting to
Good: Use of popover provides confirmation page, Huntsman campaign
immediate confirmation of opt-in. could have asked for additional
Keeps visitor on home page where information; incorporated social sharing;
they can then explore/take further and directed visitor to specific
action. pages/action like “Donate” or how to get
involved.

36. Opt-in Process: Rick Perry

37. Splash Page
No email opt-in or messaging

38. 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.

39. 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.

40. Stay Tuned! Coming next…analysis of
From names and subject lines.

41. About Silverpop / Contact

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44. Contact
Loren McDonald: @LorenMcDonald
Google+: Loren McDonald
lmcdonald@silverpop.com
On Twitter: @Silverpop
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