In the first part of this series I showed the stats on how people using different email providers may differ from each other (or do they?). The following are a few obvious observations:
- Mac.com domain shows the highest average donation per transaction. Could it be that Apple users are wealthier on average than an average PC user? Or simply more generous in nature?
- Gmail & Yahoo users contribute more than other users. This is in-line with MailChimp findings that these two domains have the highest opening rate of emails relative to other domains. If these users are more engaged with the web then it is only natural for them to give more online. Perhaps they donate least through the traditional mailing campaigns.
So should a political candidate or a nonprofit target email domains differently when soliciting donations through the web or email campaigns?
I think we need to look at the data through another filter. The data are anonymized as stated in the previous post and are a random selection of donations received from the last 2 years at Click & Pledge.
Look at the following 2 graphs:
Average donation size to four political parties by each domain:
The following is the relative donation volume (number of donations) to each political party by each domain. The data are normalized by the highest volume in the series.
What do you think the data show? If you have an AOL account are you more likely to be a Democrat or a Republican?
If you have a website & someone with an AOL account registers, would you change the content to fit the probable profile?
Is it a good idea to change the content of general marketing emails according to the domain the email is being sent to?
John Zogby, in his book “The Way We’ll Be” states: “After Wal-Mart, conservatives prefer Sears” [p 8]. Can the same be said about domain names?
What do you think?
