I have to admit that I never unsubscribed from the Obama campaign emails, and I was just reading in Bloomberg that I’m not alone. Part of the reason I hung in there was the messaging. It was good. Okay. Very good. Stuff like “Do this for Michelle.” “Join Michelle and me” These, especially got my attention because we all love Michelle Obama.
No surprise, the Obama people are smart
They tested and retested every subject line as many as 18 times to tens of millions of readers, including me, to get the maximum impact. The killer? I will be outspent. The poor-little-me approach apparently generated more than $2.5M. Casual worked best as well as slipping in the occasional “hell” or “damn”. People love a little bit of naughty. Conclusion: Most people have a nearly limitless capacity for e-mail and won’t unsubscribe no matter how many they’re sent.
Okay. We’re addicted to our email
But we also know that we need to be constantly trying to compete for eyeballs. It’s madness out there. How to turn boring into scintillating?
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