Digital strategy, email marketing, social media branding, message development
Coming off the heels of a presidential run, Tim Ryan faced a myriad of challenges that A+G got to work on from the outset. Previous consultants had burned the list to maximize immediate raise at the end of the presidential campaign. While these tactics made sense at that point, they left the campaign with a burned-out list and compromised deliverability. Tim Ryan’s social presence was big following a national presidential campaign, and there was deep interest in growing his online voice, especially in Ohio and Mahoning Valley where the 13th Congressional District is.
When A+G joined Team Ryan, we set to work to rebuild list health. Our challenge was to reinvigorate his supporter base and email subscriber list which had been put on the backburner in the period after his presidential run. Large portions of the list were inactive and in need of activation, due to a pause in digital efforts, leading to subscribers who had turned cold as well as deliverability issues. As a percentage of the total list, Tim Ryan’s active universe was less than 4%. Tim Ryan’s team needed a growth and re-engagement strategy.
A+G got to work by writing and sending emails to a narrow, targeted audience and through careful stewardship were able to improve open rates significantly, from consistently single-digit open rates to consistently double-digit open rates. Our team also initiated a data centralization project where we tagged and categorized subscribers based on unorganized data. After this data clean-up, we were able to more closely target subscribers’ principal areas of interest and were able to augment our efforts to re-engage inactive segments of Tim Ryan’s email list. A+G was able to grow the active universe from 4% to 33% and over 100,000 30-day actives by the end of the cycle. The email program successfully contributed to the campaign’s fundraising program, which grew more than 600% over the course of three quarters. In 2020, A+G fundraised nearly $200k exclusively from an email program in repair. In every single one of these instances, A+G Digital beat the fundraising goals established by the Finance team.
Our approach rested on re-engaging a large slice of the email list that was inactive – resulting in significant deliverability issues. Our strategy was one set on long-term success, meaning instead of bombarding subscribers with fundraising asks embodying alarmist tones, we took a balanced and targeted approach to build goodwill and repair a damaged send reputation. We executed a human-centered approach to email that gave a 360 degree at Tim Ryan — his policies, his family, and his hobbies.
A+G used Tim Ryan’s social media foundation to build out a national Facebook and Twitter presence by using social intelligence tools to track what issue areas, news sources, and types of petitions drove the highest levels of engagement among followers including a breakdown by age and gender. Over the last year, A+G has also led Tim Ryan’s social program, developing thousands of posts across his online channels while reaching millions of supporters. Throughout our engagement, we provided monthly analytics reports detailing online engagement and progress on audience development in order to make strategic recommendations for messaging across different platforms and audiences.
This data-driven strategy helped facilitate the fine-tuning of Tim Ryan’s message for the diverse coalition that makes up his supporter base. During his campaign’s engagement with A+G, Tim Ryan’s post impressions have grown by over 90% while his organic follower count continues to grow. Specifically, in a one year snapshot, Tim Ryan’s tweets alone have received over 28M impressions. Our best performing post was the “survival checks” post from February 2021, which received over 85k likes, 37k retweets, and 4.36M impressions.This case study was largely formulated based on work completed in 2020. A+G continues to work with Tim Ryan and supports their team with email, creative development, and social media management.