Bernie Sanders

Kevin Kelleher leads marketing for Return Path Consumer Insight line of business. He helps people see how data can be used to make smarter decisions. In his spare time, Kevin enjoys running, reading and fencing.

Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.

Raising $3 million in a day from an email fundraising-to-Web conversion path may prove presidential candidate Donald Trump knows his digital marketing, but it still puts him far behind the war chest of rival Hillary Clinton, who recently got labeled old-school by a speaker at Cannes.

Most years, Iowa’s top exports are corn, tractors and pork. But on Feb. 1, 2016, the Hawkeye State’s chief export was drama. The two weeks preceding an election are crucial for so-called “get out the vote” efforts. So, with email as our guide, let’s see what can be learned by those who fared well at the 2016 Iowa caucus.

Bernie Sanders was winning. Heading into the first democratic presidential debate, Sanders' email messages were reaching more users than Hillary Clinton's and his program was performing significantly better. In the week before the event, nearly 95 percent of his email reached the inbox, almost 19 percent was read, and less than 13 percent was ignored (deleted without being read).

A lot has changed since 2012 (let alone 2008), and those running for president have many options for reaching various constituencies. One thing that hasn't changed is the importance of email, which remains the primary means of communication for those seeking the White House.

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