Tuesday, February 26, 2013

“Our Guts Were Worthless”

“‘We basically found our guts were worthless,’ observed a senior member of the [Obama] campaign’s email team, on the fact that nobody on the team could reliably predict which emails would perform best. The campaign committed itself to a relentless regimen of experimentation, test and test again. The team ‘regularly tested’ as many as 18 variations on subject line and email copy.”

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