ATLANTA, July 25, 2012 - SilverpopTM, the only digital marketing provider that unifies marketing automation, email, mobile and social, today releases the results of a study comparing the email marketing tactics of President Barack Obama and Republican Presidential candidate Mitt Romney. The analysis, which was based on emails received during a three-month period ending July 5, examines how the candidates are using email marketing to engage their supporters.
According to Silverpop's research, the candidates are neck and neck in terms of email frequency and donation requests. Each campaign sent 47 donation requests during the review period, with donation requests included in 76 percent of Romney's emails and 68 percent of Obama's.
When it came to other areas, there were noticeable differences. Other highlights from the analysis included:
- Obama used first-name personalization much more frequently than Romney, greeting recipients by their first names 98 percent of the time (as compared to only 8.5 percent for Romney).
- Romney, however, did use Obama's name in his emails nearly half of the time, while Obama only referred to his competitor by name in one of every four emails.
- When it came to responding to the healthcare decision, Romney responded more quickly and more blatantly used the situation as a fundraising opportunity.
- Each candidate used multiple "from names" in an effort to have his emails stand out in the inbox. In each case, the majority of emails (57 percent) were sent from a campaign staffer.
"Email is an incredibly powerful marketing tool that clearly stands out in its ability to deliver timely, personal, and relevant messaging that can be directly linked to a specific call to action," said Loren McDonald, Silverpop's vice president of industry relations. "It wasn't surprising to see both candidates using the channel in similar ways. As Election Day approaches, we would expect to see an increase in frequency and, if they are paying attention to best practices, also an increase in integration with social media campaigns and in the level of segmentation and targeting to different audiences based on specifics such as engagement levels and geographic locations."
To see Silverpop's recently released infographic detailing these findings, click here.
Silverpop is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 4,000 brands around the globe. Visit us at silverpop.com.