Of All the Factors Attributed to the So-called Blue Wave of Democratic Legislators Elected to the House of Representatives in November, there is one that does not seem to be on the radar of many people: personalized emails. But talk to the Democratic National Committee, and they will say that the party's success at mid-term in 2018 – which has recorded a net gain of more than 40 seats – is partly due to a silent but effective overhaul of its messaging strategy.
The DNC, seeking to put a motivated base in the foreground midway, pulled out a page of favorites notebooks by customizing emails sent to supporters to keep them engaged, involved and motivated to vote. Caitlin Mitchell, DNC Engagement Manager, said finding the best way to personalize digital communications was a priority for the party in 2018, as the committee focused on restoring trust with the media. supporters and enhancement of digital broadcasting efforts. As the DNC relies heavily on e-mail communications to attract donations and volunteers, she said, it was essential to crack the e-mail code.
"We have a ton of data about our supporters – about their donation history, their volunteering history," Mitchell said. "But [before 2018] we did not really have a way to show this to people in a motivating and frightening way." Mitchell said the personalized emails sent by the DNC during the 2018 mid-cycle generated an average donation of $ 45, more than double the average donation of $ 20 from static DNC emails. In October 2018, a month before mid-term, the DNC had collected 38% more than in October 2016, even though it had sent less than half the total number of emails to supporters compared to there was two years. In total, the DNC collected $ 40 million in online fundraising in the run-up to the 2018 semesters, more than double the $ 19 million raised in local fundraising in 2016 and offline.
To leverage its mailing list, the party has partnered with the mobile email marketing company Movable Ink to send various emails to the different types of people who support Democratic candidates. DNC has adapted its messages based on past volunteer histories, past donations and locations. Mitchell's team also worked with the Strong Analytics machine learning company – whose clients include H & M, Mercedes-Benz, and Stitch Fix – to determine which messages yielded the best results. to optimize future e-mail messages.
The emails that the DNC sent have identified local volunteer activities close to the physical addresses of potential supporters, which the DNC has since registering voters and that it retains for d & # 39; Other advertisements, such as shippers. Other custom campaigns include information on polling stations based on physical addresses and a donation request including the amount of dollars already received by the recipient in 2018.
The DNC refused to disclose the total size of his email. list, but said that it included several million people. According to the DNC, the group has completed more than 150 personalized email campaigns using Movable Ink in 2018.
"I think every cycle will have a story stating that email is dead and that 39, there are others. the next big thing, "said Mitchell. "But as far as we can judge, online fundraising is still the king."
Mitchell compared the updated strategy to the use by the airline industry of personalized consumer e-mails. with information such as the number of points and the location.
"In a much more crowded market, there is a higher bar to be able to get people to switch to action," Mitchell said. "By providing people with hyper personalized information that feels right, people are ready to take bigger steps. We were showing people all kinds of data about their giving story, their volunteering story, and if it was presented positively and not scary, it would be meaningful to people. "
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