You've Got Mail!
Re: Neilsen, Jakob, Bush vs. Kerry: Email Newsletters Rated. useit.com, September 20, 2004.
I found this reading very interesting because I was signed up on both campaign email-newsletter subscriptions. I really enjoyed getting the newsletters from both campaigns because it kept me up to date on the latest happenings and offered some wonderful links to issues and action items. When receiving my email newsletters I noticed that I got a lot more from the Bush team then the Kerry team. In particular, it seemed I received more emails from Bush's campaign manager rather than Kerry's.
I found the emails from the campaign managers to be uplifting and energetic. The tone of the newsletters gave each campaign the utmost optimistic outlook on the campaign trail and offered various methods to volunteer or help out.
More so, I found the email newsletters to reconnect me with the campaigns at times when I was busy in my own personal life to follow every blow of the campaign. I thought both parties did a great job utilizing the guidelines set out in the above article. I am a big proponent of such email newsletters. When I worked for the Association of California Water Agencies, I wrote the weekly email newsletter to our members. I was surprised at how many members actually read the newsletter and used the links to read more or visit our association web site.
Email newsletters are a great communications tool to every campaign and organization should used!
2 Comments:
I wonder how many people actually signed up to get both candidates' newsletters. Decided voters probably didn't, but if Undecided Voter X did just what you did, I wonder what effect the sheer number of messages received from each candidate had on her eventual voting preference. Would being bombarded by Bush's newsletters convince you that he's more on the ball than Kerry, or would you see it as utter desperation and get annoyed by the constant messages?
Because I'm betting there are at least a few people out there who based their vote on something so silly as annoyance at the in-box messages.
At my last job, we used email newsletters to great effect. One question I have is how you measured how many people were reading them, who was clicking links and how you got feedback on improving them?
We tried several methods, some more effective than others, but because the Internet is measurable in ways TV never can be, clients increasingly expected more than we could be deliver.
Any suggestions?!
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