Keep It Simple
I agree with the point made about "Permission Marketing" in Winning Campaigns Online. It is definitely the way to go as far as Internet marketing is concerned. Internet users are easily annoyed by unwanted ads and emails. It is important, however, for campaign teams to remember that it must be kept simple, even when using a "permission marketing" style. By simple, I mean that even if someone subscribes to an email newsletter list, that doesn’t necessarily mean that he wants his inbox flooded with information from your campaign. Furthermore, when he does open that email, he doesn’t want to be bombarded with paragraph after paragraph.
I have to admit that during the 2004 election, I finally stopped reading the email newsletters I was receiving from certain candidates. They were just too long and sent too often. When I want and update, I want something short and to the point that still gets the message and information across. If I, someone who is very political-minded and involved, feel this way, then how must the average American who is receiving these newsletters feel?
Email newsletters and other "permission marketing" tools can be effective and a part of a solid strategy. In order for them to work, we must see the fact that the person gave us permission to market directly to him as a privilege, and thus, we must not abuse it.
2 Comments:
Keeping your message simple in an email newsletter is crucial to keeping readers interested. It is too bad that campaigns abuse the internet by sending tons of emails every week.
A campaign must have a solid strategy that supports its use of electronic media. A campaign must agree to only send one newsletter a week to keep from flooding email in-boxes. If a campaign wants to send more then one email a week, then notify those who subscribed and give them an option to receive either one or more emails a week. Put the reader in control of their mailbox and they may be more willing to read each email that comes their way.
It seems that many campaigns have the idea that more is better. If they send enough emails and newsletters, then at least some will get read. It is definitely important to give people the option of unsubscribing to the emails because there is nothing more frustrating than finding yourself on some mailing list that is impossible to get off of. Hopefully in coming elections candidates will have learned from the trial and error of 2004 and begin to perfect their Internet campaigning styles.
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