Within the next 48 hours, Barack Obama will announce to the world his running mate…via email! He announced this unusual departure from protocol through an email to his existing base, and a display campaign that has blanketed the web for the past 10 days. The announcement took more than a few by surprise, but Mr. Obama is a savvy email marketer, and I like the strategy.
The display campaign links through to a landing page where Obama’s team collects email, first name, last name and zip. An optional field for cell phone is also included—they’ll text you the veep announcement too.
I first wrote of the Obama campaign’s prowess in acquiring email addresses back in April (read Obama Spending Money on Search, But Making Money on Email), and they have certainly extended their strategy with this newest effort. The campaign is undoubtedly collecting hundreds of thousands (if not millions) of addresses through this initiative—and as was made abundantly clear in the primary, they are good at monetizing their list.
Have you leveraged a similar ‘be the first to know’ strategy in your business to engage users through email? If so, please share.
—Nicholas Einstein of Datran Media