Email Marketing Best Practices for Political Campaigns

2 minute read

Team PostUp

How did the digital marketing campaigns of the 2016 presidential election shape up? Click here for the final rundown.

We’re well into full political campaign swing. There have been heated debates on both sides, campaign dreams rising and crashing, and copious amounts of commercials, social media messages, and emails….oh the emails.

The digital strategy of the modern political campaign is more sophisticated than ever. Strategists incorporate social media into their campaigns via Twitter, Facebook, and Instagram, but email is still important. Email is a necessity for many candidates in federal, state, and local elections.
Read rates can be an indicator of true engagement between a candidate and his or her likely voter/donor base.

You may not know that CAN-SPAM only applies to commercial email. This means that the political email you get from candidates doesn’t have to be CAN-SPAM compliant. However, it is in the best interest of anyone sending email to follow CAN-SPAM best practices. It’s best to keep your readers happy, especially when you want to leave a good impression.

Here’s a quick rundown of email marketing best practices for ensuring that your emails remain CAN-SPAM compliant (and generate campaign donations):

  • Take people off your mailing list no more than 10 business days from when they’ve unsubscribed
  • Provide a noticeable unsubscribe link on all your emails
  • Don’t use false or misleading header info or subject lines

Emails provide a platform for fundraising. They also provide a direct connection with prospective voters. Voters are becoming increasingly aware of what makes a good (and not so good) email interaction. So why would you want to jeopardize your relationship or reputation by missing out on easily following CAN-SPAM laws?

As we race towards election day, let’s keep an eye on the political email in our inboxes and see if they adhere to email best practices.

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