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Presidential Candidates By Email Opens & List Size

Posted on 5.22.2016

During the presidential race, one storyline that gets the interest of online marketers (and perhaps only online marketers) is the candidates’ use of email, social, search and other channels they too deploy every day.

Return Path, an email data solutions provider, just released Email for President, an interactive tool that reveals data on how presidential candidates’ strategies and messages are resonating with the public - and there are insights to be gained for companies as well.

For example, when the data was crunched last week, the tool found:

• Democrat frontrunners Hillary Clinton and Bernie Sanders hold a massive advantage over Donald Trump when it comes to email list size

• Trump’s core group of subscribers seem highly receptive to his messages as he tops both Clinton and Sanders in email open rate

• Sanders’ subscribers are far less likely than others to delete his emails without reading them

“Trump’s relatively small subscriber list comes as no surprise, given his recent entry into politics. Yet he has consistently maintained strong engagement, and the highest open rate overall,” says Tom Sather, senior director of research at Return Path. “If potential voters aren’t reading your messages, it’s likely they’re also not donating or attending rallies. So it’s extremely important for each candidate to reach their intended audience and send messages that resonate with voters.”

These insights can, of course, be leveraged for everyday email marketers in that the type of content they send and to whom are key performance drivers.


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