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The average pickup rate for calls from unknown numbers is 10 percent, but less than 5 percent for millennials.As for email, Lindsay says, “You can throw all the algorithm soup at optimizing your campaigns, but a 1.2 percent [conversion rate] is a failure.”Organizers upload a file of names and phone numbers, or connect their CRM system to Hustle, then divide the contacts between their agents.It plans to hire a full team under its Director of Sales Ysiad Ferreiras, who got Hustle to million in revenue its first year on the market.Hustle also wants to build out sophisticated semantic analytics tools.While impersonal email blasts might get people to take lightweight actions like signing a petition, Lindsay says, “If you want people to show up and participate in events, and become a meaningful part of a movement, you need to engage people personally.” He experimented with personalized SMS calls to action, and saw 35 percent-plus engagement rates — as well as an opportunity.To turn the idea into a platform, Lindsay teamed up with Perry Rosenstein, a startup product lead and political strategist who was Obama’s Nevada New Media Director in the 2008 election.
Later, while volunteering at Mark Zuckerberg’s immigration reform group Fwd.us, he witnessed the abysmal 1 percent conversion rate of email.
Rosenstein says, “In our sales cycle, we look at who does calls and we crush them.” Hustle plans to attack more potential customers still relying on phones and emails in the era of mobile messaging. The Hillary campaign ended up building their own clone of Hustle called “Megaphone,” though clearly that didn’t quite work.
The mass email companies like Mail Chimp and Constant Contact might wise up and move into messaging.
Hustle is also beholden to the platforms it runs on.
“We’re definitely at the mercy of carriers, hardware, and government,” Lindsay admits.Messaging is also shifting from the open SMS standard to closed apps like Whats App, We Chat and Facebook Messenger.