Keynote: How Email Helped Obama Win
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The document discusses how email was used to help win an election campaign in 2008. It describes the challenges faced, including high expectations and new campaign finance rules. The objectives focused on messaging, mobilization, and fundraising. Extensive testing of email subject lines and content was done to maximize fundraising returns. Authentic voices from campaign leaders and testing of different approaches, like quick donate buttons, helped engage supporters and raise over $500 million online from 4.5 million donors. Building a strong team, growing the supporter list, ongoing testing, and empowering supporters through email were keys to the campaign's success.
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Keynote: How Email Helped Obama Win
- 1. How email helped us win Toby Fallsgraff Email Director
- 2. Challenges It wasn't 2008. Proprietary and Confidential 2
- 3. Challenges Expectations. “in the bag” Proprietary and Confidential 3
- 4. Challenges Citizens United Proprietary and Confidential 4
- 5. Objectives – the 3 Ms •Messaging •Mobilization •Money Proprietary and Confidential 5
- 6. Objectives – the 3 Ms: Messaging Proprietary and Confidential 6
- 7. Objectives – the 3 Ms: Mobilization •Let the states drive their own programs 14 of 22 Proprietary and Confidential 7
- 8. Objectives – the 3 Ms Juggling priorities: Proprietary and Confidential 8
- 9. Objectives – the 3 Ms: Money Proprietary and Confidential 9
- 10. Objectives – the 3 Ms •A fourth M? Metrics 10/17: • 166 individual email segments • 84 were tests Proprietary and Confidential 10
- 11. The Team • Digital = 200 • Outbound 18 email 7 site / blog 4 social media • The others • The leaders • Emailers Proprietary and Confidential 11
- 12. What we achieved Organizing. Proprietary and Confidential 12
- 13. What we achieved Defining Proprietary and Confidential 13
- 14. What we achieved Fundraising • More than half a billion dollars online • 4.5 million donors • $53 average gift Proprietary and Confidential 14
- 15. Why we test and test and test The Infamous Email Derby Proprietary and Confidential 15
- 16. June 26, 2012 Test segment % of best segment v3 - The one thing the polls got right… 15.88% v1 - Last chance: Join Michelle and me 21.94% v2 - Deadline: Join Michelle and me 23.79% v2 - Michelle time 23.80% v3 - The most popular Obama 25.96% v5 - Change 28.00% v4 - Do this for Michelle 28.11% v4 - Would love to meet you 29.73% v1 - Last call: Join Michelle and me 35.21% v5 - If you believe in what we're doing… 35.89% v6 - Some scary numbers 76.41% v6 - I will be outspent [winner] 256% Y I E L D S better $1.8M more money Proprietary and Confidential 16
- 17. Subject Lines Mattered to Us Proprietary and Confidential 17
- 18. Subject Lines Mattered to Us Proprietary and Confidential 18
- 19. What we didn’t test Honing test groups • No non-donors or prospects • No West Coasters • No Quick Donors Proprietary and Confidential 19
- 20. Quick Donate Proprietary and Confidential 20
- 21. Victory Wallet: Flattery Proprietary and Confidential 21
- 22. Get Ugly Proprietary and Confidential 22
- 23. Dispelling Rumors We were not Big Brother. …but isn’t that what Big Brother would say? Proprietary and Confidential 23
- 24. Supporter Record Proprietary and Confidential 24
- 25. What we achieved Authenticity. Honesty. Proprietary and Confidential 25
- 26. Authenticity: Our voices Rufus Gifford An Emotional Roller Coaster Ann Marie Habershaw Tough Love Proprietary and Confidential 26
- 27. Final Thoughts • Build your team • Invest in list growth • Test and keep testing • Email = empowerment Proprietary and Confidential 27
- 28. Four more sends Proprietary and Confidential 28
- 29. What else do you want to know? Proprietary and Confidential 29