How Donald Trump Used Email Marketing Successfully.
Donald Trump won the election against all odds.
Even his biggest critics would agree, his use of media is phenomenal and it is the single biggest tool to his rise to become the most powerful man on the planet.
Along with TV he also played his cards right for email marketing as well.
How Important is Email Marketing In US Polls?
Here is a quote from Micheal Beach, who worked with Mitt Romney on his 2012 electoral campaign.
“Our campaigns will do 70 percent plus of their fundraising through email,”
Most of the small donors stay in touch with Presidential candidates through social media and emails.
Most importantly almost all the small donations are triggered by fund raising emails.
Also In last 2 US elections, the winner had the biggest email list.
Even in 2016, by the end of the campaign Trump had the biggest email list. Approximately 9% more than Hillary Clinton.
Email List Size of Donald Trump
As a political outsider, Trump had to start from scratch to build his email list.
Where as Hillary had an email list from her previous presidential campaign in 2008.
Her long political career didn’t hurt her number of email subscribers either.
In June, when the campaign started Hillary Clinton already had a huge email list of subscribers with over 2.5 Million emails in it.
That was a lead by a huge margin.
But by the end of the election campaign, Donald Trump had significantly more email subscribers in his email marketing list.
Busting the Myth on Buying/Renting Email Lists.
Some believe a part of subscribers in his email list is not opt-in.
The emails in his list might not be have been obtained by his campaign. But they are very targeted.
Th email he allegedly bought or rented, was opt-ins for other political campaigns.
Hence he not only saved time by not building it from scratch but also was able to reach out to millions of prospective donors faster.
Donald Trump Email Marketing Disaster
Initially, Donald Trump and his digital marketing team faced a huge blow.
The first ever email marketing campaign of Donald Trump’s presidential race was sent to a small list of over 60,000 subscribers.
But as it was sent from an unverified domain, it was tagged as spam and more than 80% of the emails never reached inboxes.
But it seems, they learned from their mistake as subsequent email messages did have a very good inbox rate.
But Donald Trump’s email marketing campaign did worse than Clinton’s in most of the metrics you can find.
Donald V Hillary Email Delivery to Spam
Over the course of the campaign, Hillary enjoyed a very good email marketing campaign as the highest delivery to spam was a little over 6 percent.
If you compare that to Donald Trump’s email campaign. Well, Donald’s campaign looks disastrous on the surface.
The higher spam ratio for his email campaign was well over 80%.
Donald V Hillary Email Delete without Opening.
The result of Hillary’s opt-in email list shows clearly here.
If you send email to people who signed up to receive our emails, they are most unlikely to delete your email without opening it.
Throughout the campaign, Hillary’s delete without opening rate was just around 12 percent.
But his competitor Donald Trump had a highest delete without opening email rate of 14 percent.
It doesn’t look that bad on the surface but if you take account of the email list size of 12-13 million subscribers. Even 1% difference means a difference of over 100,000 subscribers.
Donald Trump Email Marketing Campaign Wins in Open Rate.
This is the most important category when you compare the performance of both candidates.
And yes, it is probably even more important than a number of subscribers in the email list.
And this is where Donald Trumps email marketing campaign wins hands down. The highest email open rate enjoyed by Hillary’s campaign was a measly 17%.
Whereas Donald Trump enjoyed the highest email open rate of 27%.
And that makes all the difference.
Even though Donald Trump bought or rented email list for his campaign, and had more spam tags than Hillary, in the end, he wins.
How the matrices make any scene you ask.
Well, it does. Not all the metrics should have the same value. Some are more important than others.
The most important thing Donald Trump had, was not the email list but the interest people had about what he had to say.
That’s more important than anything else.
If receivers are not interested in an idea, it doesn’t matter how much inbox rate you have or how long you work to build your email list.
It is not going to win the completion against the idea in which people are really interested. Even though the receivers didn’t opt-in to receive emails from you in the first place.
An idea or product with more interest would certainly make its mark.