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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