I make it a habit to subscribe to as many various email distribution lists as possible — not because I like having my inbox full, but because I like to see what type of new, interesting, groundbreaking content people are using in their email programs.
Unfortunately, I’m rarely impressed.
One of the most solid email programs (this has been well-documented) over the past few years has been that of the Obama political organization (now called Organizing for America.)
I’m not an OFA supporter (I’m a Republican and do not endorse the actual material being sent out by OFA) — but one of the reasons they are so successful is the simple, succinct emails they deploy. Please click on the graphic to the right to see what I mean.
All too often, political campaigns send out emails with large headers that fill up my preview screen with a goofy picture of the candidate. Many times, pol
itical campaigns fill up their emails with too much content and too many pictures.
As you’ll notice from the OFA email I received last night, their email template is simple. Light on graphics. Light on content. Clear call to action.
That’s the way it should be done. In the case of email marketing, less is more.