Hillary vs. Bernie: Applying Email Marketing Measurement to Track a Political Race’s Shifting Momentum

Posted by Tom Sather on

Bernie Sanders was winning. Heading into the first Democratic presidential debate, Sanders’ email messages were reaching more users than Hillary Clinton’s and his program was performing significantly better. In the week before the event, nearly 95 percent of his email reached the inbox, almost 19 percent was read, and less than 13 percent was ignored (deleted without being read).

The Clinton campaign clearly lagged. Less than 16 percent of its email messages were being read and 10 percent were going straight to spam. On the positive side less than 12 percent of the campaign’s email was being ignored, but the program needed a boost to catch up to Sanders’ engagement, and the televised debate provided a timely opportunity to reach a national audience and energize subscribers.

“She won”
Clinton emailed her subscribers that night, “Turn on Your TV,” and 20 percent read the message. The next day 19 percent read the message, “She won.” Over the following week the Clinton campaign’s email program maintained its lift with statistically significant improvements in read rate (17 percent) and inbox placement rate (91 percent).

The rest of this article can be viewed on Direct Marketing IQ.


Popular this Month

 How Marketing Finally Stumped Trump

How Marketing Finally Stumped Trump

“I’m a builder; I know how to build. Nobody can build like I can build....

Read More

 How is Email Affecting the Race to the White House?

How is Email Affecting the Race to the White House?

How does email help—or hurt—a political campaign? Andrea Bridges-Smith...

Read More

 Master of Your (Political) Domain

Master of Your (Political) Domain

If you’ve been paying attention to emails sent this election cycle, you...

Read More

Author Image

About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.