Note: Sorry for my absence on this blog - I have taken the SEC quiet period very seriously!
Regardless of political preference, this year's presidential election has sparked tremendous voter interest. Young people are getting involved and the promise of better times ahead has everyone thinking about what it means to be an American. As you might imagine, I have been watching very closely to see how both candidates use email, SMS and social media to drive voter interest and engagement.
I was very excited to learn that Obama would use SMS to announce his VP. The value proposition was clear (be among the first to learn of his pick for VP) and the communication had both an urgency and brevity ideal for a text message. Everything was looking so good - millions opted in, confirmation messages and further opt-in messages were sent (enter zip code for local Obama updates).
Then it happened - the VP pick was leaked and the Obama camp sent their text messages at 3am eastern time - oops! Glad that I didn't have my phone near my bed! I actually received an email (USA Today breaking news alert powered by ExactTarget) announcing the pick over an hour before Obama's text message arrived! Email 1, SMS 0. What a missed opportunity!
The good news is that marketers and even politicians are starting to leverage SMS to engage their subscribers. Just like email, success with this new medium requires planning, strategy and execution. If you're interested in learning more about SMS, read our SMS field guide or give us a call. When used appropriately, text messaging can be a powerful way to connect with your subscribers.
