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Political marketers will spend more than $10 billion on advertising in the 2020 U.S. elections, and are already ramping up for the 2018 midterm elections.
“Our right-party data services are more and more in demand as political spending continues to move from TV to direct contact such as email newsletters and text-messaging recruitment,” said Chris Nichols, President of Accurate Append. “With our address data and political mail, we’ve been in this market for a long time – as consumers and voters continue to spend more time online, we see more organizations needing to verify and supplement their digital campaign data.”
Accurate Append’s services integrate with powerful digital marketing software toolkits like Action Network, NationBuilder, InfusionSoft, VoterCircle, and CallHub, and are featured in Catherine Shaw’s elections how-to book “The Campaign Manager: Running And Winning Local Elections.”
Even as more political campaigners move to text messaging for their high open rates, current and historical email appends remain a growth business for Accurate Append. While there is no “directory assistance” for cell phone numbers or email addresses, Accurate Append uses marketing opt-in lists to create complete listings for hundreds of millions of U.S. residents that can supplement voter files or help reach unregistered, eligible voters.
Email append products are popular because they include real-time verification and “cleaning” of old lists to ensure that customer lists are free of bouncing emails and spam traps. Some states – like California – include email addresses of eligible voters along with address and phone contact information for verified political campaigns. In the many states that do not include email, supplementing with Accurate Append can bring focus to digital campaign efforts. Additionally, Accurate Append offers interest and donor flags that help campaigns identify their most likely supporters.
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“Just like political marketers adopted direct mail from the consumer arena, we’re seeing ongoing growth in political digital marketing – a trend that will only heat up as we head into another presidential cycle,” said Nichols.
Campaigns use email to reach potential donors, to ID potential supporters through friends networks with peer-to-peer outreach tools like VoterCircle, and to improve the quality of advertising campaigns. Political advertising spending nearly broke $10 billion a year for the first time in 2016 with the presidential showdown between Hillary Clinton and Donald Trump – and more and of that spend is moving to digital. Borrell Associates estimates that in local politics alone, campaigns and outside groups will spend $8.5 billion on advertising in 2018.
Real-time APIs for accuracy in form inputs and batch processes for large files make Accurate Append’s email solutions affordable and scalable for campaigns of any size, with individual jobs starting at just $100. Its integrations with popular political software tools is quickly making Accurate Append the go-to for digital political data requirements.
Written by: Adriel Hampton from AdrielHamptonGroup.com
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