Strategic eCampaigning

I found the study I referred to in a previous post: it's one of Nielsen's Alertbox analyses called "Bush vs. Kerry: Email Newsletters Rated".

The most interesting section is the "Content Analysis" in which Nielsen comes up with the following statistics:

• Positive Campaigning: Bush 50%/Kerry 18%
• Negative Campaigning: Bush 14%/Kerry 49%
• Announcements and Instructions: Bush 15%/Kerry 1%
• Volunteer and donate: Bush 21%/Kerry 33%

Having subscribed to the Kerry email list, I can personally vouch for the incredibly (and annoyingly) high number of fundraising emails I received from the campaign. Everyone from Bill Clinton to John Edwards asked me for money, and it got old very fast. While the Kerry eCampaign focused on bashing Bush and asking for money, the Bush eCampaign focused on a positive message and getting people involved and educated. Definitely worth noting for future campaigns.