I just read an interesting article regarding the Obama campaign's email marketing strategy – you can find it here – http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
Like the guy or not (I personally voted for Romney), it's important to study what's working in other markets and from our competitors, and clearly he had a better campaign strategy than that of the Republican party.
Now that the election is over – they have revealed some of the strategies regarding their emails and their success revolves around Testing!
Amelia Showalter, director of digital analytics, says, “We did extensive A-B testing not just on the subject lines and the amount of money we would ask people for, but on the messages themselves and even the formatting.”
In the article, they claim ugly highlighted links outperformed the pretty graphics and that plugging in some mild swearing also worked wonders.
She continued to say – “Every time something really ugly won, it would shock me: giant-size fonts for links, plain-text links vs. pretty ‘Donate’ buttons. Eventually we got to thinking, ‘How could we make things even less attractive?’ That’s how we arrived at the ugly yellow highlighting on the sections we wanted to draw people’s eye to.”
The campaign is to be studied as they contributed this to raising the bulk of the $690 million dollars from the online contributions.
Email marketing is a huge part of our business and if you're not building a list, then you need to do so by starting today. It's not going anywhere anytime soon.
Also, I recently published an email marketing strategy to keep more customers that you can find here
Lastly I encourage you to read the article here.
Derek Pierce is an online marketer specializing in Search Engine Optimization. He used his SEO to escape over $100,000 in credit card debt building a 6 figure business from a spare bedroom.