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November 29, 2012


The Science Behind Obama Campaign Emails

Remember those "weirdly over-familiar and widely mocked" e-mails from President Obama's re-election campaign this year with subject lines such as "Join me for dinner?" or "It's officially over"?

Josh Green finds they worked, and it was because of testing Obama's digital team did - testing they refused to discuss during the campaign - to determine which subject lines were the most grabbing, how much they should ask people for, and even how messages should be formatted.

The testing found the best subject lines were the most casual and "Hey" was actually the most effective.

Also interesting was that people didn't seem to unsubscribe no matter how many emails they were 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. The data didn't show any negative consequences to sending more."












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