AdExchanger: A Deep Dive Into Clinton’s And Trump’s Email Marketing StrategiesSeptember 7, 2016 | By Fluent
Publication date 9/7/2016
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle.
Today’s column is written by Sean Cullen, executive vice president of product and technology at Fluent.
Email marketing was critical for campaign fundraising and voter engagement during the 2012 presidential election.
The Obama campaign reportedly acquired more than 13 million unique email addresses and carefully tested and deployed a variety of email campaigns, helping to generate a huge chunk of the $690 million raised to secure another four years in the White House.
With just two months left before Election Day, the email marketing strategies of Hillary Clinton and Donald Trump couldn’t be more different. In many ways it reflects their general approaches to the campaign: cautious and by the book for Clinton, and freewheeling and barebones for Trump.