There are few deadbeats out there

posted by: Nick Lowles | on: Friday, 16 January 2009, 20:33

One of the great things about our new online tools supplied by Blue State Digital is that we can monitor how many people actually open up our HOPE not hate emails and then link through to an action. This is important as it allows us to ensure that our emails are relevant, interesting and, most importantly, used to build the campaign.

I am really pleased to say that 64% of those who received the HOPE not hate email opened it up. Given that over 10,000 emails were sent out this was a terrific ratio and, according to BSD, way above the average for organisations with a similar size email list.

During a visit to the BSD headquarters in Washington DC last October, I was told how they graded people who were on Barack Obama’s email list by their level of online activity. Those who rarely opened up the Obama campaign email, didn’t donate and sign up online for local activities were described as ‘deadbeats’. This caused a bit of amusement amongst myself and a couple of UK trade unionists who were over in the States with me. We had all signed up to the Obama emails but obviously were not in a position to get more involved or donate.

Working on the same criteria I’m delighted to say that the HOPE not hate campaign has a lower ratio of deadbeats within its ranks than most other organisations with our size of email list. However, this should also be a warning, if you don’t want to become a deadbeat then read the emails and get active!