Political email marketing expected to break records in 2018, according to Site Impact


According to a study by Borrell Associates Inc. conducted earlier this month, digital advertising spend (including email marketing) for political campaigns will increase dramatically for 2018 campaigns. The figures are expected to eclipse previous years' spend and set new records.

The study shows that digital ad spend is set to grow to $1.8 billion, beating out cable, radio, newspapers and telemarketing, among other categories. In fact, the only category that will beat digital ads in the budgets of politicians this year is broadcast TV, with $3.5 billion in spend. Email marketing experts at Site Impact say this is exciting news, and further proof that the best way to reach people is, increasingly, email marketing.

"It's no surprise that political campaign managers consider email marketing an important vehicle for generating campaign donations and ultimately votes, as well as keeping the public informed on candidate platforms," explains Site Impact CEO Brandon Rosen. "It's become the preferred advertising channel of all consumers."

Email has 20 percent of digital ad spend, meaning that a large chunk of the $1.8 billion being spent will be on emails; which is not entirely new. Email marketing has been heating up since the presidential elections in 2008 and 2012, reaching their previous peak in 2016 and the embattled election between Hillary Clinton and Donald Trump.

According to Site Impact, what this says about the future of digital advertising and email marketing is big: while broadcast TV is still getting the bulk of advertising dollars from political campaigns, there is no other category that competes with digital, and the slice of the budget that goes specifically to email is bigger than some other entire categories.

Approximately $360 million will go to email overall, while direct mail is only slated to receive $200 million and non-newspaper print ads are budgeted for about $100 million.

Advertisers and brands have seen the opportunity to increase revenue when incorporating email into their services offered and portfolio of advertising offerings, and politicians are going where the best possible chances to reach constituents are. The Borrell Associates Inc. study sheds light on a growing trend in the continued increase of email marketing, which brands cannot ignore.

"Agencies and brands that haven't made the switch will have to adapt to it quickly or begin to face dwindling responses and lower returns on their investment," continues Rosen. "Working with a dedicated email marketing agency can make all the difference, providing trackable results and insights that will only build a solid foundation of marketing to the right audience at the right time."

Site Impact's emailing marketing expertise of digital advertising and email marketing can be applied to a plethora of niches and industries who ultimately want their marketing message to reach a targeted audience. This is ideal for publishers, broadcasters and agencies who want a custom-branded application with 750+ selects and filters that make ordering a 145+ million opt-in email list extremely simple and much more efficient. Utilizing in-house built technology, Site Impact is a complete turnkey solution, simplifying email marketing programs from launch to analyzation. For more information and to schedule a free demo, contact Brandon Rosen (561) 685-8991 or brandon@siteimpact.com.


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