What does the coming U.S. presidential election teach us about email marketing and deliverability? (Please note – this is not a political positioning communication on behalf of Act-On, but has been approved by the author.)
We are in the middle of an election cycle here in the U.S. It’s been a crazy and unsavory ride so far for the candidates and voters alike, and I’m sure there is more insanity to follow, so as Bette Davis famously said in the 1950 movie All About Eve, “Fasten your seat belts. It’s going to be a bumpy night.”
I am originally from England (full disclosure – I’m also a U.S. citizen who has voted in every election I could) – a Limey – from a place where politics are traditionally lively. Any “vote of no confidence” in the UK parliament will remove a government (the prime minister and their cabinet) from office. Quickly. “If a motion of no confidence is passed or there is a failed vote of confidence, there is a 14-day period in which to pass an act of confidence in a new government. If no such vote is passed, a new election must be held, probably a mere 17 working days later.” (Full in-the-weeds details here.) I’m also a long-term email professional.
I have lived in the U.S. since 1985 and I can tell you first-hand that elections here are becoming ever more interesting as they evolve and more outside influencers can and do influence the outcome of the elections. I see this as similar to email, and I think the U.S. election can teach us a few things about email marketing and deliverability, on both sides of the Atlantic.
Let’s consider some of the most prominent areas to think about before the U.S. readers head to the voting (read: inbox) booth this year.
The U.S. Campaign Landscape:
Similar to the email ecosystem where ISPs and corporate domains “control” the incoming mail flow (read: email policies as applied by receiving servers), each state can determine their own election criteria and dates for primaries resulting in possible different outcomes (mail folder placement) for each jurisdiction and campaign. Sound familiar?