How email helped us win      Toby Fallsgraff      Email Director
Challenges                               It wasnt 2008.Proprietary and Confidential                 2
Challenges    Expectations.                               “in the bag”Proprietary and Confidential                  3
Challenges    Citizens UnitedProprietary and Confidential   4
Objectives – the 3 Ms       •Messaging       •Mobilization       •MoneyProprietary and Confidential   5
Objectives – the 3 Ms: MessagingProprietary and Confidential         6
Objectives – the 3 Ms: Mobilization       •Let the states drive their own        programs                               14...
Objectives – the 3 Ms                               Juggling priorities:Proprietary and Confidential                      ...
Objectives – the 3 Ms: MoneyProprietary and Confidential     9
Objectives – the 3 Ms       •A fourth M?                               Metrics       10/17:       • 166 individual email s...
The Team       • Digital = 200       • Outbound                       18 email                       7 site / blog        ...
What we achieved                   Organizing.Proprietary and Confidential     12
What we achieved                               DefiningProprietary and Confidential              13
What we achieved                   Fundraising       • More than half a billion dollars online       • 4.5 million donors ...
Why we test and test and test  The  Infamous  Email  DerbyProprietary and Confidential      15
June 26, 2012               Test segment                                 % of best segment               v3 - The one thin...
Subject Lines Mattered to UsProprietary and Confidential     17
Subject Lines Mattered to UsProprietary and Confidential     18
What we didn’t test                     Honing test groups       • No non-donors or prospects       • No West Coasters    ...
Quick DonateProprietary and Confidential   20
Victory Wallet: FlatteryProprietary and Confidential   21
Get UglyProprietary and Confidential   22
Dispelling Rumors                      We were                      not Big                      Brother.                 ...
Supporter RecordProprietary and Confidential   24
What we achieved           Authenticity.           Honesty.Proprietary and Confidential   25
Authenticity: Our voices                               Rufus Gifford                               An Emotional Roller Coa...
Final Thoughts       • Build your team       • Invest in list growth       • Test and keep testing       • Email = empower...
Four more sendsProprietary and Confidential   28
What else do you want to know?Proprietary and Confidential       29
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Keynote: How Email Helped Obama Win

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The Obama re-election campaign has been hailed as a paradigm for a breakthrough email program with its advanced targeting, aggressive testing and home-run messaging. With super PACs and outside groups spending hundreds of millions of dollars, the Obama campaign still broke through with its grassroots fundraising and volunteer model - with email as a cornerstone. It was not an overnight success as planning began more than a year before Election Day. A month after Election Day, there are a slew of takeaways that won't just inform campaigns to come, but provide plenty of applications for marketers. Listen to the story and the key learnings from Toby Fallsgraff, Obama for America's email director for the 2012 campaign.

Keynote:
Toby Fallsgraff, Email Director, Obama for America 2012

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Keynote: How Email Helped Obama Win

  1. 1. How email helped us win Toby Fallsgraff Email Director
  2. 2. Challenges It wasnt 2008.Proprietary and Confidential 2
  3. 3. Challenges Expectations. “in the bag”Proprietary and Confidential 3
  4. 4. Challenges Citizens UnitedProprietary and Confidential 4
  5. 5. Objectives – the 3 Ms •Messaging •Mobilization •MoneyProprietary and Confidential 5
  6. 6. Objectives – the 3 Ms: MessagingProprietary and Confidential 6
  7. 7. Objectives – the 3 Ms: Mobilization •Let the states drive their own programs 14 of 22Proprietary and Confidential 7
  8. 8. Objectives – the 3 Ms Juggling priorities:Proprietary and Confidential 8
  9. 9. Objectives – the 3 Ms: MoneyProprietary and Confidential 9
  10. 10. Objectives – the 3 Ms •A fourth M? Metrics 10/17: • 166 individual email segments • 84 were testsProprietary and Confidential 10
  11. 11. The Team • Digital = 200 • Outbound 18 email 7 site / blog 4 social media • The others • The leaders • EmailersProprietary and Confidential 11
  12. 12. What we achieved Organizing.Proprietary and Confidential 12
  13. 13. What we achieved DefiningProprietary and Confidential 13
  14. 14. What we achieved Fundraising • More than half a billion dollars online • 4.5 million donors • $53 average giftProprietary and Confidential 14
  15. 15. Why we test and test and test The Infamous Email DerbyProprietary and Confidential 15
  16. 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 were 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 moneyProprietary and Confidential 16
  17. 17. Subject Lines Mattered to UsProprietary and Confidential 17
  18. 18. Subject Lines Mattered to UsProprietary and Confidential 18
  19. 19. What we didn’t test Honing test groups • No non-donors or prospects • No West Coasters • No Quick DonorsProprietary and Confidential 19
  20. 20. Quick DonateProprietary and Confidential 20
  21. 21. Victory Wallet: FlatteryProprietary and Confidential 21
  22. 22. Get UglyProprietary and Confidential 22
  23. 23. Dispelling Rumors We were not Big Brother. …but isn’t that what Big Brother would say?Proprietary and Confidential 23
  24. 24. Supporter RecordProprietary and Confidential 24
  25. 25. What we achieved Authenticity. Honesty.Proprietary and Confidential 25
  26. 26. Authenticity: Our voices Rufus Gifford An Emotional Roller Coaster Ann Marie Habershaw Tough LoveProprietary and Confidential 26
  27. 27. Final Thoughts • Build your team • Invest in list growth • Test and keep testing • Email = empowermentProprietary and Confidential 27
  28. 28. Four more sendsProprietary and Confidential 28
  29. 29. What else do you want to know?Proprietary and Confidential 29

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