As reported by Joshua Greene on November 29, 2012 in Bloomberg Businessweek, Obama raised a large amount of the $690 million donated online via fundraising e-mails. The success of the fundraising e-mails may be related to the rigorous experimentation and testing by Obama’s in-house team of digital analytics. As reported in the Greene article, the team of analysts did extensive A-B testing on such components of an e-mail as the subject line, the message and the formatting. Their approach to the science of marketing involved testing as many as 18 e-mail drafts, with the most effective subject lines being those with a casual tone that you might actually receive from a friend. Other outcomes of the A-B testing were somewhat counterintuitive: plain-text links vs. pretty ‘Donate’ buttons, ugly yellow highlighting, and mild profanity were the most effective in raising money.
For December, 2012
Dec 03By Matthew ColeComments Off on The Science Behind the Obama Campaign E-Mails