Of all the factors credited for the so-called blue wave of Democratic legislators elected to the House of Representatives in November, there’s one that doesn’t seem to be on many people’s radar: personalized emails. But talk to the Democratic National Committee, and they’ll say the party’s success during the 2018 midterms—which saw a net gain of more than 40 seats—resulted in part from a quiet but effective overhaul of its email strategy.
The DNC, looking to put a motivated base front and center during the midterms, took a page out of marketers’ playbooks by personalizing emails sent to supporters in an effort to keep them engaged, involved and motivated to vote.
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