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Bernie Sanders’ election campaign staff is pulling a strategy that is original. The way his staff employed email at the beginning of his presidential candidate race proved to be unsuccessful, when requesting volunteers to make phone calls to collect support. We’ll call this a ‘big request’ for the sake
However, when Bernie’s group of volunteers were asked instead for a ‘small petition’, which was to gather at a location for campaign updates, the response was overwhelming.
Sanders’ adviser Zack Exley recently told POLITICO: “We can email a million people who said they wanted to volunteer, and we would get only dozens actually making calls”.
They found that email could fill seats at events known as barnstorms rallies where Sanders’ staffers update fans on the campaign’s strategy in cities around the US, which provided fertile ground for recruiting.
Foot at the door
The technique used by Bernie’s team is known as ‘foot in the door’, and is made up of getting someone to agree to some small trivial petition what you intended.
This successive approximation is called by researchers. When someone agrees to a little request, that creates a bond between you and another person.
Whenever you make a request, the person who previously consented to the smaller request will feel obliged to honor. 1 example might be: “Could I borrow the car to visit the store?” followed by “Can I borrow the car for the weekend?”
Bernie’s team proved why it is essential for marketers to on-board email subscribers that were new. On-boarding should work like putting your foot in the doorway, to set up a bond between the receiver and the sender.
If it comes to email, on-boarding’s purpose is to provide a welcome, timely motivation and guidance to subscribers who are new to the email lifecycle and enter the database.
A recent blog by Litmus shed light on the most common kinds of email readers. One of the three most common types were subscribers who had not yet received any mails.
That is where senders need to make a good impression and set a bond.
Small requests
A little request can be as simple as asking a person to validate their email address, like asking a user causing a request that is big.
Unfortunately, there simply isn’t a ‘one size fits all’ solution in regards to subscribers. Clients test, learn and will need to trial and deploy, and ask.
Why would not it work for you, in the event the procedure works for Bernie Sanders?
