How Obama Campaign Generated $500 Million in Donations from A/B Email Testing

For the first time together in public, Obama for America’s email director and director of digital analytics share the inside story at MarketingSherpa MarketingExperiments Optimization Summit 2013 in Boston, Mass., May 20-23.

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Toby and Amelia’s story shows how powerful A/B testing and conversion optimization can be. Marketers who attend Optimization Summit 2013 can learn from this inspirational story, and apply these transferable principles and discoveries.

Jacksonville, Fla. (PRWEB) April 24, 2013

Most of the $690 million raised online by the Obama presidential campaign came from fundraising emails, according to Bloomberg Businessweek. (See the story here: http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails.)

For the first time together in public, Toby Fallsgraff, Email Director, Obama for America, and Amelia Showalter, Director of Digital Analytics, Obama for America, will share the inside story of this effort at MarketingSherpa MarketingExperiments Optimization Summit 2013 in Boston, Mass., May 20-23.

“There’s a lot of misinformation out there with people trying to reverse engineer our segmentation strategy. It’s not entirely accurate. It’s pretty far off, actually,” Fallsgraff said.

“When we were planning the agenda for Optimization Summit, we cast our net far and wide. While some of the case studies will come from brand-side marketers at companies like The Boston Globe, SAP, and CNET, one of the case studies we are most excited about came from this surprising place – a political campaign,” said Daniel Burstein, Director of Editorial Content, MECLABS (the parent company of MarketingExperiments and MarketingSherpa).

“Toby and Amelia’s story shows how powerful A/B testing and conversion optimization can be,” Burstein continues. “Marketers who attend Optimization Summit 2013 can learn from this inspirational story, and apply these transferable principles and discoveries to their own campaigns.”

Fallsgraff and Showalter will discuss:

  •     Why subject lines were so important to the campaign, and the back stories behind some of the most memorable examples
  •     Why the “prettiest” email isn’t always the best email
  •     How a free bumper sticker offer can pay for itself many times over
  •     How even the most seasoned professionals were no match for the “Email Derby”
  •     The most important takeaway from all those tests and trials: investing in the team that can pull it off

“Sometimes we’d see a lift of anywhere between 5% or 10%. But 5% or 10% on an email that’s projected to raise a million dollars is a lot of money. It’s totally worth our while, so that’s why we had 20 writers and 20 email staffers working at all hours of the night — to make sure these tests were ready,” Fallsgraff said.

“While there will be brand-side marketers presenting case studies from 11 different brands, both large and small, sometimes it helps to look for lessons in non-traditional areas,” Burstein added. “At last year’s Optimization Summit, we learned from The Heritage Foundation, a conservative think tank. I look forward to seeing what all marketers can learn from one of the biggest political and marketing campaigns of all time at this year’s Summit.”

Media Contact: Bethany Caudell, MECLABS, 1-800-517-5531 or
bethany.caudell(at)meclabs(dot)com

Further Resources:

MarketingSherpa MarketingExperiments Optimization Summit 2013 agenda http://meclabs.com/training/marketing-summit/optimization-summit-2013/agenda

“The Science Behind Those Obama Campaign E-Mails” by Joshua Green, Bloomberg Businessweek, November 29, 2012 http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails

“Email Testing: How the Obama campaign generated approximately $500 million in donations from email marketing” by Adam Sutton, MarketingSherpa, January 15, 2013 http://www.marketingsherpa.com/article/case-study/obama-email-campaign-testing

About MarketingSherpa (follow us @marketingsherpa or visit http://www.marketingsherpa.com)
MarketingSherpa publishes case studies, Benchmark Reports, exclusive research, how-to instructional materials and six content-specific newsletters for more than 237,000 content, email, inbound marketing, search, B2B and consumer marketing professionals each week. In its tenth year, the marketing research publisher has been praised by The Economist, Harvard Business School’s Working Knowledge and Entrepreneur.com. Along with MarketingExperiments and InTouch, MarketingSherpa is part of the MECLABS Group, which offers marketers practical research data and information, professional training and networking summits.

About MarketingExperiments (follow us @mktgexperiments or visit http://www.marketingexperiments.com)
MarketingExperiments was the first Internet-based research lab to conduct experiments in optimizing marketing and sales processes. Their research team has developed the world’s largest collection of optimization-related experiments and case studies, which is disseminated (free) via the MarketingExperiments Journal and http://www.marketingexperiments.com. The MarketingExperiments Blog complements this research with additional news, insights, analysis and interviews. It also provides another venue to exchange ideas with marketing, optimization and sales professionals.

About MECLABS (visit http://www.meclabs.com)
A science lab with a consultancy, MECLABS conducts rigorous experiments in the new science of optimization and applies discoveries to help businesses optimize sales and marketing financial performance. More than a decade of work spans 1,300-plus experiments including one billion emails and 10,000 landing pages. MECLABS has two primary research groups: MarketingExperiments conducts experiments to optimize the sales and marketing process, and MarketingSherpa conducts and publishes exclusive case studies, surveys and data analysis, which reveal what works in marketing. MECLABS has six applied research groups: Strategy, Leads, Conversion, Agency, Technology and Training. For more information, visit meclabs.com or call 1-800-517-5531.


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