Modern email marketing campaign
Email marketing campaign, fast forward to the present, where a controversial president well-versed in the school of rhetoric — hires a well-regarded copy writer to help maintain his throne.
Did President Obama use war pigeons?
In a sense, he did. Obama built his re-election around one of the most technologically savvy email campaigns in history.
And he appointed a kick-ass copy writers to spearhead an email marketing campaign and social media campaign that would go into the record books by raising almost $700 million.
The team heavily A/B tested everything from subject lines to content strategies to hone their results to perfection. Their strategy: Test, analyse, change, resend.
Rigorous experimentation and analysis discovered some pretty surprising things that are follow:
- Their assumptions about what they thought would be successful was generally wrong.
- A casual tone usually worked best.
- The less complicated emails were, the better the result they got.
The results were remarkable.
One email alone raised about $3 million. Here’s an example of one of the President Obama email marketing campaign:
You’re in for 2012: Welcome, and thanks. Now forget everything you know about politics.
Because I can tell you that the coming months will be like nothing you’ve seen from a campaign. If we’re going to win, we have to be tougher, smarter, and more innovative than ever before.
Obama has a job to do, so he’s asking each of us to take the lead in shaping this effort.
That work starts now in your community. Sign up to volunteer today.
Your leadership today will help build this campaign over the next few months and right up to November 6th.
You may be asked to recruit other volunteers, register voters, or speak to your friends and neighbours about what they hope to see from this campaign. You may sign up to volunteer today and end up leading a canvass this summer.
I got my start empowering residents in mobile home communities in Missoula, Montana — a long way from Washington, D.C. As an organiser, I know it all starts in our own backyards. Committing to a campaign is a huge first step, but it’s the decisions we make from that point on that determine success.
Whether you’re a first-time supporter or a veteran volunteer, this campaign belongs to you. You own it, and you power it. This is an thrilling time to get involved — sign up to be a volunteer today:
Jim Messina Campaign Manager Obama for America.
Can you see why this would work?
Granted, that email was written for a specific audience regarding a specific political campaign, and probably vastly different from what would work in the context of your own audience and topic. But here is how Obama’s email marketing pushed all the right buttons:
He speaks directly to his ideal reader:
Keep in mind, that email wasn’t written for your clients or customers. It was written for their list, an audience that understands, likes and trusts the candidate.
Simplistically copying an strategy that’s been crafted for another list will never get you the results you want.
He gets to the point rapidly:
Good email marketing experts knows how to grab attention fast in order to capitalise on the short attention span of a reader. Copy writing is in full effect here, and it’s pretty easy to spot.
He tells a story that his audience can associate to:
If you are making yourself a valuable and relatable friend in the inbox that readers want to connect with, you’re conveying authority and friendliness that develops that trust so that you can make an offer they can’t refuse.
His message is succinct and to the point:
Easy reading is really hard writing (said every copy writer ever). This was probably vetted and edited at least a dozen times before it was sent. You must edit and re-edit so that your message is very clear.
Together, the Obama re-election team produced some extremely advanced methods of persuasion, all built on a rock-solid technological platform that will change how campaigns and email campaigns are run in the future.