Is There Such a Thing as Spam? Not with Obama
Now that the election is over, the super-secret inner workings of the highly successful Obama campaign are becoming known, including the email campaign responsible for most of Obama’s $690 million in online campaign contributions. Public relations and public affairs folks – and anyone who uses email to reach target markets – should take a lesson.
Here’s your textbook: Joshua Green’s The Science Behind those Obama Campaign E-Mails at Bloomberg Businessweek. And here are the lessons:
1. Don’t fly blind
The appeals were the product of rigorous experimentation by a large team of analysts. “We did extensive A-B testing not just on the subject lines and the amount of money we would ask people for,” says Amelia Showalter, director of digital analytics, “but on the messages themselves and even the formatting.” The campaign would test multiple drafts and subject lines—often as many as 18 variations—before picking a winner to blast out to tens of millions of subscribers.
2. Take off your tie
It quickly became clear that a casual tone was usually most effective. “The subject lines that worked best were things you might see in your in-box from other people,” Fallsgraff says. “ ‘Hey’ was probably the best one we had over the duration.” Another blockbuster in June simply read, “I will be outspent.” According to testing data shared with Bloomberg Businessweek, that outperformed 17 other variants and raised more than $2.6 million.
3. Under-think the design
Writers, analysts, and managers routinely bet on which lines would perform best and worst. “We were so bad at predicting what would win that it only reinforced the need to constantly keep testing,” says Showalter. “Every time something really ugly won, it would shock me: giant-size fonts for links, plain-text links vs. pretty ‘Donate’ buttons. Eventually we got to thinking, ‘How could we make things even less attractive?’ That’s how we arrived at the ugly yellow highlighting on the sections we wanted to draw people’s eye to.”
4. Fear not
Fortunately for Obama and all political campaigns that will follow, the tests did yield one major counterintuitive insight: Most people have a nearly limitless capacity for e-mail and won’t unsubscribe no matter how many they’re sent. “At the end, we had 18 or 20 writers going at this stuff for as many hours a day as they could stay awake,” says Fallsgraff. “The data didn’t show any negative consequences to sending more.”
A caveat on that last one. President Obama has a wee tad more draw – both positive and negative – than the subject of most blast emails. You might want to dial back this advice from “nearly limitless capacity for email” to “a much greater capacity for email than you might think.”
This entry was posted on Friday, November 30th, 2012 at 3:27 pm and is filed under communication, outreach, Politics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.