Post on 18-Jan-2015
description
How email helped us winToby FallsgraffEmail Director
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Challenges
It wasn't 2008.
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Challenges
Expectations.
“in the bag”
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Challenges
Citizens United
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Objectives – the 3 Ms
•Messaging•Mobilization•Money
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Objectives – the 3 Ms: Messaging
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Objectives – the 3 Ms: Mobilization
•Let the states drive their own programs
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Objectives – the 3 Ms
Juggling priorities:
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Objectives – the 3 Ms: Money
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Objectives – the 3 Ms
•A fourth M?
Metrics10/17: • 166 individual email segments • 84 were tests
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The Team
•Digital = 200•Outbound
18 email7 site / blog4 social media
• The others• The leaders• Emailers
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What we achieved
Organizing.
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What we achieved
Defining
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What we achieved
Fundraising•More than half a billion dollars online• 4.5 million donors• $53 average gift
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Why we test and test and test
The Infamous Email Derby
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June 26, 2012
256%better
Y I E L D S $1.8Mmore money
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]
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Subject Lines Mattered to Us
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Subject Lines Mattered to Us
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What we didn’t test
Honing test groups•No non-donors or prospects•No West Coasters•No Quick Donors
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Quick Donate
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Victory Wallet: Flattery
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Get Ugly
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Dispelling Rumors
We were not Big Brother. …but isn’t that what Big Brother would say?
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Supporter Record
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What we achieved
Authenticity.Honesty.
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Authenticity: Our voices
Ann Marie HabershawTough Love
Rufus GiffordAn Emotional Roller Coaster
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Final Thoughts
•Build your team• Invest in list growth• Test and keep testing• Email = empowerment
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Four more sends
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What else do you want to know?