BLOG

Data Driven Email (and other) Marketing

The frequency of emails from the Obama campaign ended up being a talking point for pundits and late night talk show hosts. Jon Stewart of The Daily show even asked President Obama about email directly during his October 18th interview. (Video, email question at the 5:56 mark)

Jon Stewart: “We have been talking here for 12 – 14 minutes. I am curious. How many emails, in that time, do you think your campaign has sent me?”

President Obama: “It depends on whether you’ve maxed out!”

According to an article published this morning in Time, the Obama marketing campaign was highly data driven.

A large portion of the cash raised online came through an intricate, metric-driven e-mail campaign in which dozens of fundraising appeals went out each day. Here again, data collection and analysis were paramount. Many of the e-mails sent to supporters were just tests, with different subject lines, senders and messages.

This data and how effectively the marketers utilized it drove a billion dollars in fundraising.

While the Obama campaign sent out tons of email, they didn’t just batch and blast their marketing to their whole donor list. They were selective and targeted and tried to send the most relevant messages during their whole campaign. This targeting and focus on relevance drove their fundraising to record breaking heights.

More email is good, most marketers will tell you that. But it’s not just about sending more mail, it’s about sending more relevant mail. Marketers should look at what the Obama campaign did with data and how they managed an email campaign that sent so much mail so effectively.

 

Comment:

Your email address will not be published. Required fields are marked *

  • AOL compromise

    Lots of reports today of a security problem at AOL where accounts are sending spam, or are being spoofed in spam runs or something. Details are hazy, but there seems to be quite a bit of noise surrounding this incident. AOL hasn't provided any information as of yet as to what is going on.4 Comments


  • ReturnPath on DMARC+Yahoo

    Over at ReturnPath Christine has an excellent non-technical summary of the DMARC+Yahoo situation, along with some solid recommendations for what actions you might take to avoid the operational problems it can cause.No Comments


  • AOL problems

    Lots of people are reporting ongoing (RTR:GE) messages from AOL today.  This indicates the AOL mail servers are having problems and can't accept mail. This has nothing to do with spam, filtering or malicious email. This is simply their servers aren't functioning as well as they should be and so AOL can't accept all the mail thrown at them. These types of blocks resolve themselves. 1 Comment


Archives