Spammy mails maybe more useful than you think
Hi! Im new to the forum, im a strong passionate about marketing, and as an introduction to my self, I would like to share with you an email marketing case I was just studying that raise some interesting points.
Most of the marketers out there say that email marketing is a thing of the past, and that they dont really drive results anymore, and one of the most criticized things about email marketing are the annoying emails used in so many email lists, you know, those bothering emails we all receive everyday.
In 2012, the Obama campaign thought that too, and after sending annoying emails to the volunteers and supporters, they decided to test if those emails were actually working or not, the initial assumption of course, was that they were not working.
So they created a series of campaigns to test their metrics and performance, one in particular, was about an invitation to dinner with Sarah Jessica Parker, they included a fundraiser link asking people to donate for the campaign, they send different versions of the email, trying different aesthetics and copy writing techniques, and the results were amazing:
They got thousands of responds, even from the most crappy emails, and they raise more than 100 million. They also find out that the more emails they send, the more money came back, a discovery that was against all the ideas on how to run a successful campaign at that time.
Sometimes we marketers get obsessed with the idea that we need to avoid being annoying, that we need to send as fewer messages as possible, and sometimes, dismissing that idea, can lead to great results.
Of course, many of this facts can be explain because the Obama campaign had a great positive image at the moment, but this is also a discovery, it means that People will be willing to forgive you when you send them spam, if you have a good reputation, there is a clear tendency here that we need to discuss.
And if you think about it, the evidence might be right in front of you, think about how many mails your favorite influence sends everyday, and how you are never annoyed with them, and in the other hand, how every time a company you hate sends an email you just delete it.
The moment is also a very important factor, during that same campaign, the Obama team also send a lot of emails asking for donations, using the healthcare topic as a bait, during that campaign, the Supreme Court upheld the Affordable Care Act, and that created a momentum for the email campaign, in which the fundraising went sky high, generating more than 20 million dollars in donations.
I think the biggest point im trying to make, is that there is no magic formula for email marketing, there a lot of factors that can decide if your campaign is going to be successful or if its going to fail, even if you are using some spammy techniques.
Most of the marketers out there say that email marketing is a thing of the past, and that they dont really drive results anymore, and one of the most criticized things about email marketing are the annoying emails used in so many email lists, you know, those bothering emails we all receive everyday.
In 2012, the Obama campaign thought that too, and after sending annoying emails to the volunteers and supporters, they decided to test if those emails were actually working or not, the initial assumption of course, was that they were not working.
So they created a series of campaigns to test their metrics and performance, one in particular, was about an invitation to dinner with Sarah Jessica Parker, they included a fundraiser link asking people to donate for the campaign, they send different versions of the email, trying different aesthetics and copy writing techniques, and the results were amazing:
They got thousands of responds, even from the most crappy emails, and they raise more than 100 million. They also find out that the more emails they send, the more money came back, a discovery that was against all the ideas on how to run a successful campaign at that time.
Sometimes we marketers get obsessed with the idea that we need to avoid being annoying, that we need to send as fewer messages as possible, and sometimes, dismissing that idea, can lead to great results.
Of course, many of this facts can be explain because the Obama campaign had a great positive image at the moment, but this is also a discovery, it means that People will be willing to forgive you when you send them spam, if you have a good reputation, there is a clear tendency here that we need to discuss.
And if you think about it, the evidence might be right in front of you, think about how many mails your favorite influence sends everyday, and how you are never annoyed with them, and in the other hand, how every time a company you hate sends an email you just delete it.
The moment is also a very important factor, during that same campaign, the Obama team also send a lot of emails asking for donations, using the healthcare topic as a bait, during that campaign, the Supreme Court upheld the Affordable Care Act, and that created a momentum for the email campaign, in which the fundraising went sky high, generating more than 20 million dollars in donations.
I think the biggest point im trying to make, is that there is no magic formula for email marketing, there a lot of factors that can decide if your campaign is going to be successful or if its going to fail, even if you are using some spammy techniques.
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