Obama's email campaign

e-shot.net EMAIL MARKETING Obama's email campaign (behind the scenes) Money raised 690Million (through an email marketing campaign alone) "We did extensive A-B testing not just on the subject lines and the amount of money we would ask people for, but on the messages themselves and even the formatting." -Amelia Showalter, director of digital analytics subject lines I'm saving you a seat Obama's email fundrasing team tested hundreds of grabby subject lines. The most successful was "hey" and brought in millions of Hey dinner? dollars. affective open rate They even tried *PROF@N!TY# %23 "Hell yeah, like Obamacare" "Dropping mild curse words worked"- Showalter "eventually the novelty wore off and we had to go back and retest"- Showalter design (landing pages and emails) the team hired 20 writers for the campaign. Aesthetics Vs FUNCTION pleasing to the eye GIANT FONT SIZE Imagery HIGHLIGHTED SECTIONS HTML PLAIN TEXT findings: "every time, something really ugly won"- showalter Critics A lot of people have criticized some of the President's email marketing tactics, and today l'll go through some of the main problems being pointed out. In a pretty hilarious segment of the Daily Show, even Jon Stewart took a few shots at Obama's emails by pointing out how much they resemble spam emails (the vague, mysterious subject lines being one aspect). The other big complaint seems to be where the emails take you. Quite a few people point out certain emails often lead to donation pages for the campaign - even if the content of the email had nothing to do with donating. This has frustrated a lot of people, and there's a big lesson to be learned: in general, people like clarity in their emails. While they don't mind a hard sell every once in a while, if they feel tricked, they feel betrayed. SZUrced: Nissmetrics e-shot.net EMAIL MARKETING source: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails http://news.yahoo.com/blogs/ticket/obama-campaign-finally-opens-campaign-email-strategy-161904916--election.html http://theweek.com/article/index/237088/why-president-obamas-annoying-campaign-emails-worked http://blog.kissmetrics.com/email-marketing-lessons-obama/ tested subject lines