TWILIO STUDY: Presidential Campaigns Are Not Hitting Their Mark With Their Email Outreach

The 2020 US presidential campaign is utilizing email outreach as a key part of their digital strategy, with candidates and campaigns sending emails to engage potential voters, raise contributions, and educate subscribers about their platforms. The Twilio study monitored emails sent to a single Gmail address over 30 days, finding that only 3.8% landed in the primary tab, while 21.3% ended up in the spam folder and 74.8% were sorted into the promotions folder. This suggests that many campaigns are struggling to reach their intended audiences with effective email outreach, and that they need to improve their authentication and security measures to protect against phishing and spoofing attacks. The study recommends best practices for campaigns to consider, including aligned email authentication and a reject policy, to better ensure that candidate emails from address and domain are hardened against spoofing and other threats.

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