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Posts Tagged ‘email append’

One of the biggest challenges in running a Congressional race is keeping up the required fundraising pace. Email fundraising can help take some of the pressure off the candidate, but how to grow your list?

After starting with friends and family, it basically comes down to append vs. acquire. Here’s why I think a good email append strategy comes out slightly ahead here.

Append

Voter files often have some email coverage in place – the California file includes email addresses, and software like the VAN and PDI have email coverage but may charge fees to use those addresses (you’ll need a campaign-friendly bulk email system no matter what you do here – MailChimp will not allow the kind of voter prospecting I’m outlining).

For purposes of this exercise, let’s say you have about 300,000 voters on your Congressional voter file. An email append from a professional vendor like Accurate Append (client) will give you back deliverable email addresses for about one in three people on file. These emails come from consumer opt-ins throughout the web – however, they haven’t signed up for your list.

This list of 100,000 emailable people will cost you about $6,000, and may include data sweeteners like additional phone numbers for your voter file, and address standardization and correction using the Postal Service’s National Change of Address database.

What do you need to do to get these folks onboard?

First, I email a survey about issues in the district – one a landing page with little to no candidate/campaign branding, if possible. Typically this gives me an open rate of about 22% and perhaps a few hundred people take the survey. I included a prominent “leave this list” note with an unsubscribe link, also letting the prospect know I am reaching out because they are a voter in the district. Perhaps 2,000 of the original 100,000 unsubscribe.

Initially, I will be able to email about 20,000 of these folks, maybe more if I try additional survey tactics – however, I keep a very light touch to keep spam complaints low. I’ll begin to ease these 20,000 openers who didn’t unsubscribe onto my list. And for fundraising, I’ll bring in about $300 per email ($15 per thousand emails). I’ll estimate a that about half the list unsubscribes over the first couple months – but by that time, I should have brought in about $6,000 with 20 emails, paying for the cost of the list. Now I have an asset of about 10,00 voters who will still give about $150 per email, or $1,500 per month. Start early and this is a solid way to grow your list – especially if you’re reaching these local emailable voters with volunteer appeals and generally recruiting their support.

Acquire

An email acquisition strategy generally means partnering with a company that does this full time, or else investing a lot of ingenuity into a petition strategy. I co-founded Really American to help with large-scale signature opt-in acquisition efforts, and will say that getting district-specific emails is difficult and expensive.

But for this exercise, let’s say you can get 6,000 opt-in emails for your district for $6,000. ($1 each is a low estimate here.) These folks opt-in through a petition with your logo on it – but that doesn’t automatically make them happy subscribers! You’ll need to warm them up using Action Network Ladders or some other form of welcome series.

As you begin emailing these folks, you may raise twice as much per thousand vs. the appends, $30. That’s $180 per email, and if you send 10 a month, it’ll take just over three months to recoup your cash investment. You’ll also lose subscribers, ending up with perhaps 4,000 at the end of the first quarter of emails. That’ll be ongoing revenue of about $1,200 a month.

Append or acquire, there’s no easy money – but nurturing an email program can certainly pay for itself while achieving many of your outreach goals. Please read my article in Campaigns & Elections on content that nurtures a list to find more ideas.

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guest post by Jeff Swift

Email marketing is an incredibly resilient strategy. Despite regular predictions of its demise – often citing the advent of Facebook, Twitter, Google Wave (RIP), and now SnapChat – email simply isn’t going anywhere. People open their emails. They click on links in their email. And they are motivated to donate by high quality emails.

When email is done right, it’s incredibly powerful. When it’s done wrong, it can be a disaster. Three of the most common email mistakes are easy to commit and often difficult to address:

  1. Emailing the wrong people
  2. Sending the wrong content
  3. Ignoring your audience

Emailing the wrong people

Sending an email newsletter out without having accurate data is like walking blindfolded across the street. There’s a chance nothing will happen, but it’s a bad idea.

Not only should you know your recipients’ names and email addresses, but you should ideally know quite a bit more about them. If you know their zip code, for example, you’ll be able to just send them emails about events in their area. If you know basic consumer information – what magazines they subscribe to, for example – you’ll know whether you should reference the outdoors or video games in your next email.

Email inboxes are very personal spaces. People have no problem clicking unsubscribe or marking as spam if they don’t feel the email is sent specifically to them.

The right people will know that a newsletter is meant for them. Don’t send to the wrong people. Email and demographic appends are worth the investment – as long as you use them!

Sending the wrong content

Now that you’ve got your audience sorted out, it’s time for the easy part: writing the actual email.

Nothing is more unnerving to a writer than a blank screen. That blinking curser just taunts you. Fortunately, with accurate data on your audience, you never have to start with a blank screen again. Make a list of what you know about your audience – do they prefer electric cars or NASCAR? Do they mostly live in big cities, or are they spread out across the countryside?

Put yourself in their shoes. What would you want to see in your inbox, if you were them?

When you hit that sweet content spot, you’ll know. Your open rates will climb, your click rates will meet your goals, and your list will grow.

The wrong content won’t get anywhere.

Ignoring your audience

Once you’ve got the right audience and the right content, it’s time to click send. But that’s not the end of it.

Your audience will give you invaluable information with every email, as they open, click, forward, unsubscribe, or take action on your website.

When you find something that works well, do it more often. When something flops, make sure you don’t do it again.

This sounds like obvious advice, but the fact is that many email lists are used like billboards – they just broadcast information out there and don’t bother to see how it’s received. Honor your investment in the data you collected about your audience and be willing to accept data directly from them.

Get started

Using data in email campaigns sets you up to succeed. Learn about your audience, target emails accordingly, and make sure to learn as you go.

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Back when I was working at NationBuilder, we all got a laugh out of a video that comedian Jon Lajoie (“Taco” from the hit series, “The League”) made to poke fun at successful producers and actors who use Kickstarter and crowdfunding for their projects.

In the video, Lajoie asks for $500,000,000 just for the hell of it, and offers rewards like, “absolutely nothing” for $20, because “$20 doesn’t mean shit to rich people like me,” and, “If you pledge $50 or more, I will send you a photo of me burning a $50 bill while riding a jetski.”

John Lajoie.png

 

Lajoie used NationBuilder to take pledges for his “Kickstarter,” raising billions in satirical cash. The campaign page was Facebook liked 64,000 times and won media coverage in tech pubs like Mashable. Lajoie’s video pitch itself has been viewed more than 2 million times.

And a campaign like this isn’t just funny – it’s a great way to grow an email list. Unless, like the campaign, the emails are fake. There’s nothing that will get you on the bad side of your bulk email provider faster than trying to send to tens of thousands of made up emails. So what do you do?

The easiest way to verify your emails is with a real-time lookup that screens out profanity, obviously malformed emails, and may even check them against databases of known emails. One such API-based lookup comes from email and data append provider Accurate Append, through its real-time lead validation service.

Real-time validation of email leads isn’t just important for funny men gone viral – anyone doing paid lead acquisition needs to know that the names coming in are accurate.

Some examples:

  • Political fundraising
  • Credit card and financing offers
  • Home repair and remodeling services
  • Legal assistance

The list continues. Whether you’re going viral, or just paying a few cents per lead, make sure you’re getting the results you think you’re getting and consider real-time lead verification.

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Whether you’re running a marketing campaign, or a political campaign, data integrity and completeness is essential. I work for, and buy product from, phone append vendor Accurate Append because they’ve been leaders in data quality for decades. Data quality isn’t just having access to many sources – it requires innovative approaches to merging that data and good judgement in what to keep and what to throw away.

Data quality is a big problem for political campaigns. Poor data quality mars polling, stops folks from voting, and results in multiple records for each one of use in different databases in different regions, states and on different companies’ servers. Here’s where the highest quality data comes in handy:

Get more of your mail delivered. While you can often trust Gmail addresses as valid, records from voter files change – and emails addresses don’t change in sync with physical addresses. Good data hygiene reduces email bounces and improves your sender reputation with ISPs.

Email matching for your tech program. Accurate email addresses are critical to building strong custom Facebook audiences, reducing advertising costs. For political campaigns, they also increase matches with services like VoterCircle, which you can use to enlist supporters in peer-to-peer canvassing.

Reach more supporters with accurate cell phone numbers. Open rates for texting are a magnitude higher than open rates for email. Instant lead validation on entry for all of your forms (possible with Accurate Append’s Gravity Forms OSDI WordPress plugin) makes sure you have the right numbers for texting, and line typing ensures you’re differentiating between contact methods for home, work and mobile numbers. You’ll appreciate accurate phones at every step of your operation – there’s nothing that discourages volunteers or lead gen staff faster than wrong numbers.

Save on your mailing costs: Mailings can run as high as $1 each – that means bad addresses can cost hundreds or thousands in wasted mailings, and a heck of a lot of waste. Consumer and postal mail updates mean more of your targeted mail reaches the bullseye.

To use Accurate Append efficiently, remember my tip to first remove the Gmail addresses – until some other email service eclipses the efficacy of Google’s service, those are going to be golden and don’t need much cleaning or updating. If you need phone numbers beyond the U.S., Accurate Append offers Canadian phone append. Another way to save is to narrow your target universe before sending over your file – don’t waste time or money with an unwieldy file. Remember to source complete data that allows you to reach your supporters on the most reliable channels – email, phone, doors. You can also narrow your outreach by adding donor histories and donor models to your contacts as a custom service from Accurate Append. And if you’re trying to register new voters, try their consumer file filtering to identify likely unregistered, eligible adults.

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