Tuesday, February 23, 2016

Campaigns see dollar signs in AOL email addresses

Campaigns see dollar signs in AOL email addresses:
The political world is constantly trying to find cool, new ways to use social media platforms like Snapchat, Facebook and Instagram, but here’s a little secret:
The thing that is most valuable to the candidates is still your email address, and most valuable of all is an AOL.com email address.
The reason is simple: money.
Email generates the vast majority of campaign fundraising, and AOL addresses produce more money than Gmail addresses.
A January study by digital marketing firm Fluent concluded that only 4% of subscribers to political email lists had AOL.com email addresses, while 48% of subscribers had Gmail accounts.
But those AOL users accounted for 22% of total donations during the study period — November and December 2015 — with an average donation of $159.
Gmail users accounted for only 13% of donations with an average gift of $31.
If you think about it, it makes sense.
Older people are more likely to be generous campaign donors and more likely to have a 20-year-old email account. 
"80% of all donations from email are coming from people 50 or older," said Jordan Cohen, chief marketing officer at Fluent.
Vincent Harris, CEO of Harris Media and chief digital strategist for the recently shuttered presidential campaign of Sen. Rand Paul, said he has seen this effect repeatedly.
"The average donors online to Republicans are normally 55-plus.
And what email address does my mom still use to this day?
She uses an AOL address."...

No comments: