Barack Obama used e-mail to help corral voters, and now he is using it to help keep in touch with citizens. As a subscriber pre-election, I have been automatically opted into receiving the weekly newsletter, Change.org Weekly, and I am really loving the updates.
It makes sense for politicians to communicate with constituents through e-mail in the same way that it makes sense for private brands. They keep their message in front of their audience, they let readers know what their offer is (in this case, change), and keep us up to date on weekly events, such as the crisis in California’s budget, the new $10 laptops and what is going on to address the home foreclosure crisis.
The e-mail works to excite readers by addressing the audience in a personal and emotionally charged way — “Hey Changemakers” — which plays on the enthusiasm of the Obama brand. The e-mail also does a good job and incorporating other media by driving the reader to the daily Blog for Change.
By keeping in front of the nation through the channel that most of us check multiple times a day, it is a great way for citizens to feel connected to the president — especially because he, too, is checking e-mail.