Clinton Email Volume, Deliverability High: eDataSource
By Ken Magill
Hillary Clinton’s presidential campaign has seriously opened the email spigots and it seems to have had little to no adverse effect on the messages’ deliverability, according to data from email intelligence firm eDataSource..
Many experts have warned over the years that increasing email volume can adversely affect deliverability as recipients are more likely to hit the “report spam” button.
The Clinton camp has sent 290 email campaigns in the last 30 days, according to eDataSource.
The June campaigns’ inbox-placement rate was consistently in the high 80 and 90 percentages, according to eDataSource.
The Clinton camp is apparently doing some segmentation, however. For example, all the email activity has amounted to about two messages a day in a gmail account I subscribed to her mailings. The address is not associated with a donation.
Still, even with segmentation, many experts will contend two messages a day is too many. But Clinton’s supporters are apparently loyal enough to tolerate the volume.
The Clinton campaign sent a high of 14 campaigns on June 4 and a low of two on June 7 and 8, according to eDataSource.
Though Clinton has a list of more than 5 million names, the June campaigns went to an average 780 some thousand addresses each, according to eDataSource.
Many of the campaigns went out to lists in the tens of thousands and low hundreds of thousands, according to eDataSource. Some crossed 1 million, however, driving the average up.
The largest June Clinton campaign went to 2.3 million addresses on June 9, the Tuesday five days before she kicked off her campaign that Saturday, according to eDataSource.
“HillaryClinton.com email marketing is scaling quickly,” said Arthur Sweetser, chief marketing officer of eDataSource.
A quick glance at her subject lines indicates the Clinton camp has taken a page out of the Obama email-campaigning playbook, which was known for its short subject lines, said Sweetser.
“The Obama playbook for subject lines was short, casual and provocative,” he said. “Clearly, the Hillary team is following the same approach."
Some recent examples include: “If you’re with me, [name],” “I need you,” “Do you want to be on the list?” “You and I are in this together,” “This goal is real,” “Tonight,” and “Hey.”
Not surprisingly, Clinton email subscribers also tend to get email from other left-leaning organizations.
Sixty percent of Clinton’s email subscribers also get messages from Emily’s List, a political action committee that aims to help elect female, pro-choice Democrats to office.
However, the significant overlap could be a result of sharing email addresses. While I certainly did provide a gmail address to the Clinton camp I cannot remember providing Emily’s List with it. Yet, the address is getting messages from Emily’s List.
Thirty three percent of Clinton’s supporters get email from the Democratic Congressional Campaign Committee, according to eDataSource, another significant overlap that could be largely a result of list sharing—something both parties are known to do often.
Twenty seven percent get messages from MoveOn.org.