Best Practices for Political Email Marketing You Wont Like to Miss
Running a well-targeted political campaign requires a lot of data collection and applying that data to find voters most likely to vote for you.
Thus, a proper campaign of email marketing for the political campaign can only be done if you follow some best practices that are specifically designed for politicians in order to win votes.
Now the days of "spray and pray" are over.
Some best practices of email marketing for political campaigns are given below.
Segmentization and Personalization of Political Campaigns
Blind email campaigns lead politicians nowhere. Even if you have voters from all chunks of society, if you are sending emails regarding tax incentives for companies to homemakers and parents, they won't develop any interest in your political campaigns.
You are likely to hit the dead-end tunnel soon. Not only are you wasting valuable email opportunities this way, but also irritating your potential voters, who can block your email address for spamming.
This is where the role of personalization and segmentation comes in.
The basics of political email marketing lie in the fact that you have to segment your subscribers based on their interests, geographical location, age group, gender, and ideological preferences.
This way, you will only send them those emails that are relevant to them and avoid sending any unnecessary stuff.
When you do this, voters will establish a personal connection with you.
But when you are a political newcomer and challenging an incumbent, you won't have enough data to target voters compared to your competitor.
So you can conduct political surveys and analyze the data that can help you segmentize the voters easily.
Compare the following scenario.
- A farmer getting emails that your campaign would regulate big tech.
- The same farmer received an email that you would give subsidies to farmers and uplift their living standards.
Surely the latter one is a targeted one, while the first one is just doing email marketing for the sake of it. This is the reason why you need segmentation in your political campaigns.
Some personalization techniques include
- Calling receivers by their names, both in the subject line and the email copy
- Sending messages based on receivers' time zone.
- Be as specific as possible regarding the location of the subscriber.
- Try to address the "how" part of the problem, as in how you can make their lives easier.
This way, the subscribers are bound to vote for your campaign.
Crafting Unique Subject Lines
Subject lines can make or break your email marketing strategy. If they are not driving curiosity among your audience, they won't even open your email, which would ultimately fail your campaign.
Readers should feel impulsive by seeing the subject lines, and they should feel an urge to open the emails.
This way, you are likely to drive more conversions out of your email marketing strategy.
Bernie Sanders used these sorts of email subject lines that brought him incredible conversions.
- "I need to be frank with you."
- "You really deserve an explanation."
- "A very difficult decision"
Test Your Content
A/B testing is the essential element of any email marketing campaign, as you cannot stick to the same method if it is failing.
Continuously measure the response of your audience on various fronts to see what form of content your audience likes.
The things that you need to test include,
- Subject lines
- Email body content
And when you are running a big political campaign, even a one percent improvement in conversion rates can make a big difference in political fundraising or any ideologies for which you are campaigning.
Make Sure You are not Overburdening Your Audience
Email marketing can be tricky, especially at a time when you are near elections. When voters see continuous emails from different candidates, they can get fed up with it.
And if you are sending them too many emails, it can result in "list fatigue," as they start feeling disinterested.
However, the aggressive campaign can also be dangerous, especially when the power of reinforcement and confirmation bias is at an all-time high.
So you need to find an optimal frequency by starting to send three to five emails a day and then to test different variations over time and see if your audience is responding well.
Make It Interactive
Voters like it when they see that they are interacting with your campaign in any form. You can send them polls and quizzes in political campaigns, which will ultimately increase their engagement rates.
Everyone is fed up seeing the same sort of emails every day, and when voters see something interactive, they are likely to respond well.
Email marketing is the single biggest source of donations for political campaigns, and these donations directly move campaigns forward. Email marketing helps you win the elections.