Thursday, December 6, 2012
Secrets of the Obama Campaign’s Emails
Bloomberg Businessweek's Joshua Green delves deep into the Obama campaign's emails, and reports a number of eye-opening conclusions:
★ The campaign would test multiple drafts and subject lines—often as many as 18 variations—before picking a winner.
★ The subject lines that worked best were things you might see in your in-box from other people. “Hey” was probably the best one we had over the duration.” Another blockbuster in June simply read, “I will be outspent.”
★ Ugly emails—with giant-size fonts for links, plain-text links instead of pretty “Donate” buttons—work.
★ Profanity in the service of passion works. Dropping in mild curse words such as “Hell yeah, I like Obamacare” got big clicks.
★ Most people have a nearly limitless capacity for e-mail and won’t unsubscribe no matter how many they’re sent.