Email Marketing Tips for Campaign Outreach

If you are looking for a cost-effective and impactful way to connect with constituents and prospective voters, email marketing remains one of the most viable and effective tools at your disposal. In 2023, email outperformed SMS and banner ads by 108%, with roughly one-fifth of entities that use email marketing enjoying a return on investment (ROI) of $70 for every dollar spent. 

With that in mind, here are some practical tips for using email in campaign outreach:

Identify Your Audience

First, determine who it is you intend to reach via your email campaigns. In the political arena, you should start by targeting a specific geographic location. For example, if your candidate is running for a municipal office, filter out voters outside of that jurisdiction. 

Once you’ve narrowed down your audience based on location data, shift your attention to demographic and behavioral information. Consider age ranges, political preferences, beliefs, and any organizations the people in your audience may belong to. That information will help you further refine your target constituent base. 

Build Out Your Mailing List

Next, you need to acquire the email addresses of the people that make up your target audience. And there are multiple ways to go about doing so. 

For one, you can purchase email leads and other contact data from third-party entities. This approach is the most efficient, but it’s important to choose an ethical and reputable data partner like Aristotle to ensure that the information you receive is accurate. 

Alternatively, you can offer value to potential constituents in the form of free newsletters and other easy-to-digest content. Ask for their email addresses in exchange for such content. 

Segment and Personalize

Your next step is to use all of the data you gathered from your audience to segment its members into subgroups. Chances are that most of the people who provided their contact information support your cause. But it’s important to still keep in mind that everyone can have different reasons for supporting your cause or candidate. 

In any case, it is through segmentation that you can speak to each group’s personal preferences and beliefs. For instance, one group may support your candidate, given their stance on women’s rights, while another segment might believe in their views on economic policy. Tailoring your email marketing content to each group will improve engagement and help push them to take action. 

Choose an Ideal Frequency

Determining a reasonable email frequency is where many email marketers trip themselves up. You need to email people enough to keep your cause top of mind, of course, but bombarding them with never-ending messages can be frustrating, so much so that it prompts recipients to unsubscribe altogether.

As such, it’s important to choose the right frequency. In most instances, sending one email per week will suffice. If an important deadline, like an election, is upcoming, then you can temporarily ramp up message frequency. 

Create Compelling Content

If you want your recipients to consistently open and read your content, you need to give them a good reason to do so. Craft compelling and engaging copy that is relevant to the reader. Keep your messages concise, but provide enough context to get the point across.

If you are tackling a more complex issue, provide a brief summary in the email and redirect them to other media, such as podcasts or YouTube videos. And encourage them to follow you on social media. 

Go Multichannel

No marketing channel should exist in a vacuum. Instead, every type of outreach you engage in should support the other channels. As you build out your campaign strategy, consider all of the different channels you intend to use. From day one, each of them should be viewed as complementary to one another. 

Every email should end with a call to action (CTA) that aligns with the overall tone of the message and gives readers clear steps on what to do next. Include links to your website and social media pages, for instance. You can also direct readers to longer-form content and encourage them to engage with your campaign across other mediums. 

Most importantly, you want to make it easy for readers to take action. For example, if you ask them to donate to your campaign, include a link to a donation page. Don’t make them look it up on their own or type in the URL manually. Minimizing the number of steps someone has to take will increase conversions. 

Use a CRM

A customer relationship management (CRM) platform is designed to keep you connected with your audience. These solutions allow you to leverage many of the tips outlined above. You can create separate mailing lists, automate email delivery, and track results.

Paying attention to your results is crucial for maximizing your ROI, so keep an eye on things like open rates, unsubscribe trends, and conversions. If most of your emails are being left unopened, you need to reconsider your choice of subject lines and headers. On the other hand, if a high percentage of emails are being opened but conversions are low, revamp your CTAs. 

Don’t wait until an email marketing campaign has ended to make adjustments, either. If you can tell that something isn’t working, continuously adapt and improve throughout the duration of each campaign.

Need Quality Data for Your Email Marketing Campaign? 

The success of your email-based campaign outreach efforts hinges on the quality of your data. If your strategy is centered around outdated email addresses and inaccurate information, your reach and ROI will suffer. But if you start with high-quality, reliable data, you’ll be able to mobilize audiences to support your political cause.

Enter Aristotle, a leader in political data. Our organization provides clients access to millions of voter and consumer records, as well as modern tech tools designed to automate campaigning processes. Schedule a demo with Aristotle and reimagine your campaign outreach strategy today.

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