Trump and Biden are doubling down on their e mail donation technique
Before election day, President Donald Trump's and former Vice President Joe Biden's campaigns had predictable strategies for reaching people through email.
Trump's team relied on persistence and strength in their messages and fundraising appeals, and regularly sent subscribers up to 10-25 emails a day. Biden's team opted for messaging, which highlighted guidelines and emphasized beating Trump while still getting backers to meddle.
As the American people continue to wait for the election results, both campaigns have changed their email marketing strategies, asking people to donate in anticipation of long litigation and vote counts.
Trump's emails have kept their frequency, with subject lines like "You are going to try to steal the election" and asking for posts "to defend the integrity of the election and increase your impact by 1000%". Biden's campaign centered on donations to the Biden Fight Fund, a joint fundraising committee authorized by Biden for the President and the Democratic National Committee to ensure that every vote is counted.
A little concerned that Trump's donation emails urging his supporters to defend him are being misinterpreted by some of them. pic.twitter.com/t1Le1tCNLS
– Parker Molloy (@ParkerMolloy) November 4, 2020
Will this second wave of fundraising emails be an effective strategy for both campaigns to reach donors in their inboxes?
Jane Hughes, director of the liberal advertising and communications agency Bully Pulpit Interactive, said both campaigns had kept consistency with their news before election day.
"You saw the Trump campaign take a childish approach to collecting email donations. There is a lot of naming, pretty misleading messages and people shameful for not donating," said Hughes. "Feels the other way around what we see from the Biden campaign are more honest and authentic. It's very fact-based and informs people of the state of the race and why they need the funds for the fights ahead. "
Despite the different approaches, Hughes said both strategies continue to be effective in reaching out to supporters.
"More people voted in this election than ever before in the history of this country. This enthusiasm certainly cannot be ruled out," said Hughes. "Yes, the emails are very extensive, but I also think that the people are heavy understand this choice. Because of this, I think they will stay engaged. "
Drew Train, president and co-founder of the Oberland marketing agency, echoed this sentiment and stated that the focal point “will resonate with both sides”.
"People have been very committed to their voices and are ready to give more money to fight, to defend them and to make them count," said Train. "For people who didn't vote, political advertisers are happy to get people to still be influencing by giving them the chance to fight against the outcome or the outcome."
Lindsay Jacobs Seti, executive director of the fundraising solution platform Majority Money, said both campaign strategies are derived from the idea of the "never-ending campaign cycle" that began after the 2016 US presidential election, when political campaigns turned away from the concept of fundraising all in one Election year to a continuous online push.
"The campaign strategies are exactly the same as what we are looking for for successful digital fundraising," said Seti. "They have a sense of urgency, a very captive audience, and a sense of relevance to the topic that is happening in real time. The campaigns use this to their advantage to say," This is going to be a long battle, we have a long way to go in front of us. "and we need you to be with us now."
Jeff Vreeland, a GOP advertising strategist and senior director of business operations at The Prosper Group, said email burnout at the end of an election can be an issue. However, he said that both campaigns are likely to get high ROIs from their email donation strategy, which is why neither side slacked off.