Obama's Most Successful Fundraising Email

Your News Companion by Ben Mathis-Lilley
Nov. 29 2012 11:59 AM

The Three-Letter Word Obama Used To Raise Millions in Campaign Cash

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Obama speaks during an event in the South Court Auditorium of the Eisenhower Executive Office Building next to the White House on November 28, 2012

Photo by Jewel Samad/AFP/Getty Images.

Bloomberg Businessweek's Joshua Green has an interesting look at Team Obama's massive email fundraising effort, what Green accurately describes as "the strange, incessant, and weirdly overfamiliar e-mails" that flooded voters' inboxes for the past year. In all, those spam-like messages brought in the majority of the $690 million the president raised online.

The subject line that did the best: a simple "Hey" from the president:

It quickly became clear that a casual tone was usually most effective. "The subject lines that worked best were things you might see in your in-box from other people," [Toby Fallsgraff, the campaign’s e-mail director] says. "'Hey' was probably the best one we had over the duration." Another blockbuster in June simply read, "I will be outspent." According to testing data shared with Bloomberg Businessweek, that outperformed 17 other variants and raised more than $2.6 million.
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You can read the full piece here, which comes with a graphic showing the most successful subject lines sent out on one particular summar day of the campaign.

**Follow @JoshVoorhees and the rest of the @slatest team on Twitter.***

Josh Voorhees is a Slate senior writer. He lives in Iowa City. 

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