BSD’s UK Political Director tells Total Politics “email is not dead”

Over some choice cocktails at London’s Bedford & Strand, BSD’s Political Director, Gregor Poynton, sat down with Total Politics’ Shane Greer to discuss the use of Twitter, email, and smart phones in the context of political communication. Greer kicked off the interview with some pointed questions about the use of Twitter by politicians and then served up some lingering questions about the relevance of email, knowing BSD’s avid use of both tools.

Gregor’s responses to Greer’s questions, illustrates the importance of incorporating social media tools into campaigns to enhance overall supporter engagement, but stresses, that these tools are still not a replacement for on-the-ground organizers. Says Gregor;

“I wouldn’t trade Twitter for organisers on the ground, but there is some value in it to be embraced. You can bring people into you and your party using those kind of tools. You can find people who say, ‘Well, actually, this person seems ok. I’m going to help them out in this campaign.’”

While folks may question the relevancy of email, Gregor points out the importance and ease of A/B testing and the effectiveness of a compelling subject line. “AB testing is key. ‘Newsletter number 62’ means nothing to anyone. You have got to remember your emails land inside people’s inboxes alongside emails from their bosses, friends, family, bills, so stand out from the crowd.”

As an avid political organizer who has worked for the past two years with BSD clients such as the Yes! Campaign, CWU’s Keep the Post Public campaign and Unite for our Society campaign, Gregor has empowered these organizations and excited their supporters through online organizing and social media to achieve some impressive results.

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