February 19, 2014|
As someone who works in digital public affairs, I paid close attention to the emails that were sent out by the Obama campaign during the 2008 and 2012 election cycles and am now closely watching what is being sent out by Organizing for Action. The reason I’m paying attention is simple: the Obama folks know what works. Years of research is behind every email that gets sent.
Since the election, emails from Organizing for America seem to have followed two general templates:
- Emails sent from individuals (Barack Obama, Michele Obama, David Axelrod, Lindsay Siler, etc.) are almost always text-based and extremely simple in their design. Images are rarely included. Very straightforward formatting. They are made to look like the emails you receive from your friends and family. You can see an example here.
- In contrast, emails sent generically from Organizing for Action are extremely visual and viral in nature. They include pop culture references, infographics and animated gifs, and usually only minimal text. You can view examples of these types of emails below.
I’ve been particularly interested in the increased frequency and complexity of the visual-based emails. They have much more in common with product marketing emails than traditional political ones. I think the rise of these emails is a good indication of how competitive the battle for email opens and clicks has become.
When you send an advocacy email today you are fighting for attention. You aren’t just competing against the opposing political party or issue group. Your are fighting companies like Groupon, Amazon and Gilt for the attention of your supporters.
In the case of Organizing for Action they are also fighting fatigue. Many have been on the Obama email list for six or seven years and have gotten thousands of email from the various versions of the campaign. Even is they don’t subscribe, you have to think many are tuning out the emails.
The increasingly visual and share-hungry emails sent out by Organizing for Action are an attempt to win this battle for attention. They can’t just inform, they have to entertain a bit too.
Having gotten through the throat clearing, here are five examples of visual and viral emails sent by Organizing for Action the last few months. Click on the title or image to see the full email.
Not a lot of explanation required here. This simple, e-card style email was sent out as part of a list building campaign around the President’s birthday.
This infographic email was sent out by Organizing for Action to celebrate their one year anniversary. The 2012 Obama campaign has used this style a few times. I love it.
As a way of connecting the Affordable Care Act with Valentine’s Day, Organizing for Action sent out an email asking friends to share kitten photos with their Facebook friends that include health care-related messages. The actual email template is actually pretty text-based, but I included this one due to the clear attempt to leverage the Internet’s love of cats for political gain.
In-mid February Organizing for Action sent out an email asking visitors to take a pledge that they will help spread the word about the March 31 health care coverage deadline. If you took the pledge, you are automatically entered into a contest that would give you the chance to meet president Obama. Organizing for Action sent out this email featuring the Breakfast Club gif below. The email is about a contest deadline, so, presumably, the animated gif is telling you to stop what you are doing right away and enter.
As a way of promoting the same contest as the Breakfast Club gif, this email included not one, but two, animated gifs of Prince presumably judging you for not having taken the pledge yet. I actually felt a bit tricked here, as upon receiving the email I had assumed President Obama and Prince would be doing some sort of joint appearance.