Email & the UK Election: We Call the Outcome!

In the first three parts of my series on Email & the UK Election, we have investigated the email deliverability, subscriber engagement, and supporter profiles of each of the main parties contesting the election. Now it’s time to pull these strands together and see whether Return Path’s email intelligence can predict the outcome. This will be our version of fivethirtyeight.com, although I’m not... Continue »

Email & the UK Election: Inbox Contents & Supporter Profiles

In the first two parts of my series on Email & the UK Election, we have considered the impact of email deliverability and subscriber engagement on the effectiveness of the political parties’ email programs. In Part 3 we explore whether the emails subscribers receive can be used to create a top-level profile of their interests, needs, and beliefs - like an email version of Experian Mosaic,... Continue »

Email & the UK Election: Are Voters Engaging?

In the first part of my series on Email & the UK Election, we looked at the deliverability challenges faced by political party email programs. Factors such as sign-up processes, sender reputation, and authentication practices, all influence delivery rates, and we saw which programs are achieving best placement. We also calculated the real financial impact to the parties of poor deliverability... Continue »

Email & the UK Election: The Good, the Bad, & the Undelivered!

The UK general election is imminent, so it’s a great opportunity for us to have a look at how the main political parties are using the email channel. Over the next week, we’ll consider: What are they sending, and are they getting delivered? How are subscribers engaging with their emails? Are they showing signs of fatigue yet? What can we learn about supporter profiles from other programs they also... Continue »

Symbolically Sinking – 10 Findings on Symbols in Subject Lines

Two years ago I wrote a blog post on the use of subject line symbols. At the time, I made the point that the approach was more effective when the use was intentional – using them to provide an indicator of content or message type, for example. There is clearly still a lot of interest in this topic. Screen sizes are getting smaller, and senders are being challenged to fit more information into less... Continue »