Voting season is upon us. So first, did you register to vote yet?
It’s brought up in most conversations I’ve had recently, even at work. All over everywhere and with customers wanting brands to align with their beliefs or have more of a community mindset there has been some brands taking a stand and asking, imploring you to take a stand as well.
What these emails have: (And what I consider Do’s)
1.) A message that connects the brand to voting
- As most of the emails I saw were mostly ecommerce and fashion brands, you have to remind your customer why this message is coming from you. (Jenna you said it best today) Everyone should want to be Nike as they really did it. (Pun Intended) “No more sitting on the sidelines. The 2020 election season is here, and we are playing for the future. It’s up to each and every one of us. Register to vote today.”
2.) Call to action to register
- This is obvious but needed, it can’t be just a reminder to vote. Pairing the message with a next step, providing a pathway for the end user to uphold your rationale for interjecting in the conversation. Most emails have this, the question is where to place it if you have an offer included. Clare and Baggu Both had it after their offer but Nike because there was no offer had it in their email.
3.) A partnership with – “When We All Vote”
- Adding credibility with an organization that is specialized in that.
4.) Merchandise that is linked to voting.
- Could be questionable. But I think most people want to commemorate the fact that they voted and also urge others to do so. Especially when paired with a give-back of some sort I think this authenticates the offer and the message. See Baggu, a handbag and accessory company gives 100% back to the sales from the collaboration of a SF Based artist to the Black Voters Matter Fund. And Clare giving a 10% from their When We All Vote collaboration back to the organization.
What some of these emails have that are questionable:
1.) A hashtag that connects the brand and voting.
- As I know most brands want to continue the conversation, and gauge impact on socials so a hashtag is a good way to see that. Voting on the other hand is both personal, communal and a heavier topic that when paired with a hashtag of a brand might cheapen the message to people that aren’t apart of the core ride or die audience for your brand. NYX Cosmetics has the #NYXCosmeticsVote.
2.) Pairing unrelated products with no give back.
- Additionally, adding products that are unrelated with no giveback, or promoting “Friends&Family” sales that aren’t because of voting cheapens your message because these are two entirely separate actions. It comes of as disingenuous because of the incongruent of the message.
Why it’s hot:
A moment to think about in communications, it doesn’t come often but could potentially have an impact on your audience when you do it right.