A Winning Email Strategy for Politicians

It was life and death. 

Harry, Ron, and Hermione were trapped and left to die or be captured in depths of the goblin vaults. 

A fire breathing dragon was involved. 

Never mind that I have read the books multiple times… I was on the edge of my coach waiting to see how the trio would escape the latest challenge when… the doorbell rang. 

Are you freaking kidding me?!

Right when it was getting good, we’re interrupted by an unsolicited visitor. 

Two marks against whoever it was and I hadn’t even opened the door yet.

Turns out our local state representative was going around his district introducing himself to the community. 

He was friendly enough, but as with anyone who comes to your door… we all know they want something. A signature, a sale, or in this case — a vote.  I don’t know about you, but RARELY am I swayed by an unprompted, unsolicited, interruption at my door.

I can’t help my own brain sometimes most of the time, and I found myself cataloging all the ways email marketing could support the efforts for his campaign. 

Do politicians actually utilize email marketing to garner support and votes? I don’t know. 

I get it — there’s only so much time and resources to go around. All businesses have to prioritize only doing what’s needed and impactful for your bottom line — whether that’s income, votes, or a combination of the two.

As my kids would say, “my blog post, my rules” — and my rules say that email marketing would be a beneficial resource for politicians… ESPECIALLY at the local/state level.

I’m not completely bending reality to prove a point either — all sorts of stats say that no matter their target audience or goals, people are in their inbox.

Just to name a few: 

• • Almost 90% of Americans have an email address

• • 99% of email users check their email daily

• • 58% of email users check their email before checking news, social media, etc

• • 74% of Baby Boomers think email is the most personal channel to receive communications from brands, followed by 72% of Gen X, 64% of Millennials, and 60% of Gen Z.

• • Email consistently outperforms other forms of marketing including direct mail and social media

• • People aged 35 and older spend an average of 5 hours per day using email.

 

I’m not a politician by trade — however my three years on JV debate in high school, and combined 7 re-watches of  The West Wing and Parks and Rec means I know just enough to be dangerous.  

People need upwards of 42 touch points these days to buy into whatever they’re selling.

(Yes, you read that right… the rule of 7 or 8 touch points is how many it takes to get a meeting with some. Complete buy-in requires way more than 8 touch points!)

At the same time, I know that it’s highly possible (probable?) that people vote based on name recognition or party line more than really studying up on the stances of each person on the ballot… especially the “smaller” (perceived) roles. #SorryJudges. 

We typically see these “touches” through things like social media, town hall events, walking in a parade, door-to-door campaigning, tv and radio ads, etc. 

I would like to speak for all of America when we say how much I despise political commercials. They get tuned out faster than Usain Bolt — and honestly, those commercials do nothing to convince me to vote for you, Mister/Madame Politician. The best thing they have going for them is top of mind awareness and name recognition.

(I deleted a ranty section on scummy ego fueled politicians who want the vote based on name recognition or party only and don’t care about connection or serving all their constituents… but I digress again.)

So — for the politicians who care about representing the people they serve and and want it to be an involved two-way relationship… Email marketing would be a useful resource to get the votes in your next election. #WinVotesWithWinningEmails

If I were crafting an email marketing strategy for a politician, here’s what I would would recommend: 

Dear Politicians: 

Any good email marketing strategist understands that an effective email strategy hinges on people getting on the list in the first place. 

If you’re meeting people door to door, handing out brochures in a parade, having volunteers leave fliers in a neighborhood — use that effort to invite action. 

Chances are good that 57 cent flier is going straight in the trash because the introduction itself felt intrusive and unwelcome, so I kinda don’t like you by default. 

That’s if people even answer the door… How many people who don’t answer the door throw the flier away without a second glance? 

I don’t know the stats, but it must work enough to keep doing it — because it happens every.damn.election. Either that, or it’s a “do it because it’s always been done” situation…

Getting back to the fliers that get left behind:

What should that action be and how do you make it happen?

>> Invite them to join an email list by scanning a QR code that’s printed on every paper marketing asset. 

Additionally, have social media posts and even commercials point to a website with a huge push to join an email list for more details about your position. (Disclaimer — consult regulations and policies regarding campaign advertising, don’t break any rules)

Most businesses leverage some sort of incentive via a “freebie” to encourage people to join an email list. However, in this instance the incentive is direct access to you, the value you provide by learning more about your positions, and updates about what’s happening that impacts the people you serve. 

Once someone joins your email list, this action triggers an automated welcome sequence. The welcome sequence is sent over a period of time that slowly introduces you and your platform. Establish that coveted know, like, and trust (aka vote) factor by including your primary running points and provide opportunities to hear back from the subscriber/constituent. 

Some insight on why knocking on the doors and leaving a flier isn’t enough: 

When the politician knocked on our door, he initially opened the conversation to hear what we cared about. While I appreciate that he was willing to hear from us before speaking about himself,  I was not mentally prepared for the conversation.  

My mind was squarely in the wizening world, adrenaline hyped to defeat the Dark Lord… I couldn’t switch to a conversation on local/state politics at the drop of a hat wand.

I love Leslie Knope… I am not Leslie Knope. 

So a curated welcome sequence provides an opportunity to learn a little bit at a time, versus an overwhelming firehose of information all at once. Especially when I didn’t ask for it in the first place.

Which is actually another key part of building support and garnering a vote. By taking the next step of signing up for the welcome sequence, I – your audience — am asking to receive the information, I’m inviting you to tell me more. Therefore, I’m more likely to “buy into” whatever you’re selling, or in this case vote for you in the next election. 

Without some sort of a next step (or in marketing speak: a call to action), this politician is banking on the quick visit being pleasant enough that I vote for him in November…assuming I remember his name/position. Same for any politician, really. 

That’s a risky bet. 

When I answer the door to a random knock (or ring), my mind is too occupied trying to figure out if this is a dangerous situation to really process and receive what that person is wanting me to. 

(Yes, someone asking me for money or pressuring me into signing up for their service IS in fact a signal of danger to the brain.) 

I feel awkward and uncomfortable. 

I’m mentally thinking through how to end the conversation as politely as possible. And especially with politics — being with one party versus the other definitely brings about certain feelings and emotions. 

All of this is happening while you’re trying to pitch me on your thing, so I’m not hearing any of it.   

What I’m saying is while door-to-door canvassing might work, you’re hedging your bets that it’s not also doing you harm in the process. If you’re taking your time, when you could be with family or enjoying a movie marathon of your own… make sure you get some decent ROI out of it. 

His brochure did include his email and phone number… but that puts the pressure on me to reach out and engage in the first place. 

It’s on me to look him up on social media, do a google search, find his website, and maybe sign up for an email list (if there even is one). 

Is there some effort and work required to be an informed voter? Sure. 

Could a politician put in some effort to make that work a little more accessible? Abso-freaking-lutely. 

I believe the “onus” lies with our public servants. 

In this experience, Mr. Politician invited us to send him an email or call on anything that mattered to us. That’s such a huge, wide, vague black hole of options…I don’t even know what I care about that is also relevant for how you serve me. 

YOUR job is to make me care. 

You want me to vote for you in November… prove why I should? 

Educate and inform. 

I can see all sides — trust me, I’m devils advocating myself over here because it’s possible the data all shows that politicians don’t need to go to this much effort to get a vote. 

I haven’t done the research or looked into polling trends enough to know. As a US citizen voting can feel pointless at times. American politics is incredibly divisive. The media isn’t helpful either. It’s an industry where clicks pays… not truth or integrity. 

So, dear politicians… make us care. 

Show us why we should vote for you. 

Be a thought leader to influence public perception and involvement in politics/politicians. 

And yes, I believe that can be done with email marketing.

The benefits of email marketing go beyond the welcome sequence

1- Use sequences in other areas, too. 

An email sequence is a curated compilation of emails designed to move the reader from point A to point B. 

You could also utilize email sequences to do follow up on someone who shows interest in donating, or volunteering but hasn’t sent the check or signed up yet. 

You could use an email sequence to communicate with volunteers on what you need from them or important reminders.

2- Send regular emails to your list. 

Staying in touch with your constituents year ‘round can only help you in election seasons. 

After a welcome sequence — continue to send regular communications to stay top of mind and to keep yourself accountable.

Assuming you get elected, send weekly updates while in session regarding:

• • What you’re working on

• • The committees you’re serving on

• • What you’re seeing that the media isn’t reporting on (I would think positive bi-partisan stories go over well)

• • Ask for feedback and input on how your people want you to vote or give insight into your votes during a session 

When not in session, you’re probably fundraising or trying to grow your support base, so you can utilize email marketing to:

• • Launch fundraising campaigns

• • Share more of your story to humanize yourself

• • Share stories of constituents (with permission of course)

• • Educate on how bills get made/passed, etc.

• • What you look for in proposing a new bill (and invite conversations)

• • Share campaign stops (if you’re in a campaign year). 

You could certainly scale back on frequency when not in session, but there’s probably plenty of content to keep it going.

If you take this highly recommended and brilliant advice — work with a marketing team member to create a strategy that aligns with your platform.

Make sure your content is relevant to your community and most of all is relatable to your readers. (National politicians can do this by segmenting their list based on state.) 

Be real. 

Be a human first, not a politician. 

Leave the industry speak at the door (a good marketing copywriter can help do this — and still make sure it sounds like YOU… even if you don’t type every single word.)

If you know a politician, send this along.

If you like how my brain works and want this kind of support bringing your brilliance to life in an email sequence that converts your people into clients/customers/constituents…  I am for hire.  😊

>> Work with me to strategize a custom email marketing plan for your business or project.

>> Hire me to create done-for-you email sequences for service based business.

The best form of appreciation is a referral or hiring me for a project.

Rooting for you

— Breanna

P.S. For the love… vote in November. Your vote DOES count. Your voice matters. It’s a privilege to think politics don’t impact you, or that you don’t feel the impacts of what takes place in our many levels of government. 

P.P.S. I’ve been wanting to share email marketing strategy ideas based on industries for a while now — so I guess now is as good of a time as any to start.

What industry/business should I cover next?