Obama Knows Email (at least he’s getting there)

Remember the “Bo Knows” campaign from 1989/1990? Well, in my opinion, “Obama Knows Email.” Actually, that is not entirely true, but the Obama Team is certainly getting there.

Many have said that the Obama Administration’s use of “new media” during the campaign greatly contributed to his landslide victory in November. Some say he overdid it (300+ emails…most asking for money). However, it can be argued that his use of technology – from text messages, to YouTube videos, to Twitter – revolutionized how our government will communicate with the world as we move through the 21st century.

So how will Obama use (and not abuse) the brilliant power of email marketing as his Administration makes the transition to the White House? There is already debate about what the Administration is doing with the original email addresses. Handing over the DNC? Re-opting in? Dropping entirely?

At noon est on January 20th, when Obama officially became our 44th President, we learned a bit about his email marketing plans. It was at this exact moment when the switch was flipped on the White House website.

As an email marketing guy, I immediately thought, How do I sign up to receive Obama emails?

• I was pleasantly surprised to see the “Get Updates” button that sits prominently in the upper right navigation. +1 for Team Obama

• The form’s simplicity (email address and zip code) made it easy for me to sign up immediately. We can debate the value of how much information you collect on a subscription form later. +1 for Team Obama



• However, when I hit “Get Updates” I redirected to a boring page with “Thank you.” No expectations around content, frequency, design (see BrontoFire on Subscription Landing Pages) -1 for Team Obama

• Next test was the Welcome email. I waited several hours. Nothing. I’m crossing my fingers that one arrives shortly. -1 for Team Obama

• After some digging on the White House blog post from Inauguration Day, I found this gem: A link to their “email updates.” Two issues. First, the page seems to be buried (only accessible if you know the landing page or click on the link from this blog post). Second, it is really a “Contact Us” page- not a email sign up page. In fact, if you click on the Contact Us link, the form looks eerily similar.  -.5 for Team Obama

Totaling up the points, the Obama Team scores just about even for email subscription pages. I believe the intent is solid, but the execution was a bit poor. However, I am very confident that this process will improve over time. Believe in change, right?

What do you think? Please add your thoughts in the comments below.

DJ Waldow
Director of Best Practices & Deliverability at Bronto

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