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SPONSOR LOGO
Join Daniel Burstein as he interviews Amelia Showalter, Director of 
Digital Analytics, Obama for America as they discuss the important 
role of Email testing during the 2012 Presidential Campaign.
Live Event June 19, 2013 at 3:30 EDT!
Access our other webinars
Join the conversation
#SherpaWebinar
Email Optimization 
How A/B testing generated $500 million in 
donations
Today’s presenters
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein @ameliashowalter
Amelia Showalter 
Director of Digital Analytics
Obama for America
Presenters
Join the conversation
#SherpaWebinar
Optimization Summit 2013 Wrap‐up: Top 5 takeaways for testing websites, pay‐per‐
click ads and email– http://www.marketingsherpa.com/article/wrap‐up/top‐5‐
takeaways‐op‐summit‐2013
Email Testing: How the Obama campaign generated approximately $500 million in 
donations from email marketing – http://www.marketingsherpa.com/article/case‐
study/obama‐email‐campaign‐testing
Email Marketing: 77% of marketers use website registration pages to build email lists –
http://sherpablog.marketingsherpa.com/email‐marketing/77‐percent‐use‐
website‐registration/
Marketing Strategy: How to find answers to the most common marketing questions –
http://sherpablog.marketingsherpa.com/marketing/most‐common‐marketing‐
questions/
Resources
Further Resources
You’ve heard this story…
• The Ground Game
• Thousands of paid staffers organized 2 million 
volunteers to get voters registered and to the polls.
Fact check: TRUE
Source: TheMonkeyCage.Org
0
200
400
600
800
1000
Obama Romney
Field Offices
786
284
Ohio
You’ve heard this story…
Fact check: TRUE
Sophisticated technology and targeting
• Giant data  microtargeting operation
• Fully integrated databases
• Smarter new methods of targeting TV 
ads
• New technology developed in‐house 
for social sharing, polling place lookup, 
phone banking, volunteer mobilization, 
vote tracking, election day rapid 
response
What you didn’t hear
All of that costs money
What you didn’t hear
All of that costs money
• In 2008, Obama campaign raised $750 million
• Would not be enough in 2012
The fundraising challenge
Not 
impressed
$750 
million?
The fundraising challenge
Fundraising was proving more difficult in 2012 than in 
2008
• President was less available for fundraising events
• Early in the campaign, we saw average online donations 
were half of what it had been in 2008
• People were giving less, and less often
We had to be smarter, and more tenacious
The fundraising challenge
The real game changer? It’s something most of you 
already do every day.
First, the results:
more than 
$500,000,000 
in online 
donations
4.5 million 
donors 
$53 
average 
gift
How Did We Do It?
Being Pretty 
isn’t 
Everything
Don’t Trust 
Your Gut
Content 
Matters
Foster a 
Culture of 
Testing
Invest in Your 
Team
Incentives 
Work
SPONSOR LOGO
Winning with A/B Testing
What impact can testing have?
Testing = constant improvement
• Little improvements add up
• Improving 1% here and 2% there isn’t a lot at first, but over time, it 
adds up
Test every element
Question: What footer language should we use to 
reduce unsubscribes?
Variation: Recipients Unsubscribes
Unsubscribe/
Recipient
Significant difference in 
unsubscribe/recipient
578,994 195 0.018% None
578,814 79 0.014% Smaller than D4
578,620 86 0.015% Smaller than D4
580,507 115 0.020% Larger than 3D and 4D
Tests upon tests upon tests
• Every piece of communication is an opportunity to 
test
• A single email can have many tests attached
Subject and 
draft tests
Full‐list tests
Background 
personalization 
tests
No, really. Test every element.
Running tests in the background via personalized content
Longitudinal tests: 
Experiment: gave sample audience higher volume of email 
for an extended time, and compared to control
Results: more email = more donations
• People may say they get too much email
• But mild annoyance proved to be the worst result
• Unsubscribes accrued linearly
• Donations did, too
Implementing a “more email” policy probably led to $20 to 
$30 million in additional revenue for the campaign.
How much email should we send?
*
So, we made shirts.
Lessons
SPONSOR LOGO
Drafts and Subject Lines Matter
Example: Subject lines
version Subject line 
v1s1 Hey
v1s2 Two things:
v1s3 Your turn
v2s1 Hey
v2s2 My opponent
v2s3 You decide
v3s1 Hey
v3s2 Last night
v3s3 Stand with me today
v4s1 Hey
v4s2 This is my last campaign
v4s3 [NAME]
v5s1 Hey
v5s2
There won't be many more 
of these deadlines
v5s3 What you saw this week
v6s1 Hey
v6s2 Let's win.
v6s3 Midnight deadline
Each draft was tested with three subject 
lines
One subject line would usually be 
common across all drafts to help make 
comparisons across messages
Test sends
Example: Draft language – Version 1
Example: Draft language – Version 2
Example: Draft language – Version 3
Example: Draft language – Version 4
Example: Draft language – Version 5
Example: Draft language – Version 6
www.act‐on.com  |  @ActOnSoftware |  #ActOnSW
www.act‐on.com
U.S.     1.877.530.1550
Int’l    +91 80 4098‐5338
Manage your online
Marketing
All the tools you need, in
one place >>
Get higher‐quality
leads
Solutions that drive lead
generation  >>
Align sales and
marketing
Integrations that work >>
Track and measure
your results
Real‐time, actionable
reporting >>
Email Optimization: A discussion about how A/B testing generated $500 million in donations
Example: Best vs. Worst Versions 
version Subject line  donors money
v1s1 Hey 263 $17,646
v1s2 Two things: 268 $18,830
v1s3 Your turn 276 $22,380
v2s1 Hey 300 $17,644
v2s2 My opponent 246 $13,795
v2s3 You decide 222 $27,185
v3s1 Hey 370 $29,976
v3s2 Last night 307 $16,945
v3s3 Stand with me today 381 $25,881
v4s1 Hey 444 $25,643
v4s2 This is my last campaign 369 $24,759
v4s3 [NAME] 514 $34,308
v5s1 Hey 353 $22,190
v5s2
There won't be many more 
of these deadlines 273 $22,405
v5s3 What you saw this week 263 $21,014
v6s1 Hey 363 $25,689
v6s2 Let's win. 237 $17,154
v6s3 Midnight deadline 352 $23,244
$0
$1
$2
$3
$4
ACTUAL 
($3.7m)
IF SENDING 
AVG
IF SENDING 
WORST
Full send (in millions)
$2.2 million additional revenue 
from sending best draft vs. worst, 
or $1.5 million additional from 
sending best vs. average
Test sends
The Best Performer:
Amelia
Barack Obama <info@barackobama.com>From:
Subject:
Name as subject
Version 
4
Some of the best subject lines:
Our research team at 
Meclabs wanted to 
know….
Is This Transferable? 
… So we tested.
Twice.
Is This Transferable? 
http://3.bp.blogspot.com/‐T66ipEp81J8/UGQ7sbe‐ViI/AAAAAAAAARY/JNgjYQVVI5g/s1600/Doc+Brown.jpg
Our research team at 
Meclabs wanted to 
know….
Control
Subject: “[Live Webinar] 
How A/B testing 
generated $500 million 
in donations”
First Line: “Come see an 
inside look into the 
email and digital 
analytics efforts that 
fueled President Barack 
Obama’s 2012 
presidential campaign.”
Treatment
Hey
Subject: “Hey”
First Line: “Tune in this 
Wednesday to see why 
we used the “Hey” 
subject line.”
44
Results:
Increase in Opens 51.5%
Increase in 
Clickthrough214.6%
*Results are at a 99% Level of Confidence
Increase in Opens 33%
Increase in 
Clickthrough
112%
Experiment 1
Experiment 1 Experiment 2
Experiment 2
Open Rate CTR Open Rate CTR
Control 19.48% 1.006% 15.27% 1.065%
Treatment 29.53% 3.164% 20.43% 2.257%
Relative
Difference 51.5% 214.6% 33% 112%
SPONSOR LOGO
Don’t Trust Your Gut
We don’t have all the answers
• Conventional wisdom is often wrong
• Long‐held best practices are often wrong
• Going with things that previously tested well were often 
wrong
Testing = data‐driven decisions
There was this 
thing called the 
Email Derby…
E‐mail
SPONSOR LOGO
The Prettiest aren’t Always the Best
Experiments: Ugly vs. Pretty
• We tested sleek and pretty
• That failed, so we asked: what about ugly?
• Ugly yellow highlighting got us better results
• But at some point, it lost its novelty and stopped working
• always important to re‐test!
Ready to fight? Please donate $19 or more today, ahead of the FEC deadline
Because you’ve saved your payment information, your donation will go through 
immediately.
QUICK DONATE‐ $19
‐ QUICK DONATE $35
‐ QUICK DONATE $50
‐ QUICK DONATE $100
‐ QUICK DONATE $250
Or donate another amount
https://donate.barackobama.com/june‐deadline 
Ready to fight? Please donate $19 or more today, ahead of the FEC deadline
Because you’ve saved your payment information, your donation will go through 
immediately.
‐ QUICK DONATE $35
‐ QUICK DONATE $50
‐ QUICK DONATE $100
‐ QUICK DONATE $250
Or donate another amount
https://donate.barackobama.com/june‐deadline 
QUICK DONATE ‐ $19
SPONSOR LOGO
Incentives Matter
People respond to incentives
Giving away bumper stickers and car magnets and 
then daisy chaining to a donate page yielded enough 
donations to pay for the freebies immediately.
Our Quick 
Donate program, 
in turn, raised 
donation rates 
by 50% or more
Offering a free 
bumper sticker for 
enrolling in our 
Quick Donate 
program increased 
conversions by 30%
SPONSOR LOGO
Invest in Your Team
Email, Social Media, Mobile, Blog
OFA Digital Department
Outbound
Digital Analysis
Front‐End Development
Project
Management
Design
Video
2012
Small Team
2011
Department of 200+
2012
More voices, more talents
• Outbound Team
•18 email writers
•4 social media writers and bloggers
Digital Analytics Team
•15 analysts with overlapping skills
•Database management 
•Data analysis 
•Web analytics 
The human element and our voice
Honesty
Authenticity
Honesty
-and-
Authenticity
Real people, real characters
Rufus Gifford
An emotional roller coaster
Ann Marie Habershaw
Tough love
SPONSOR LOGO
Foster a Culture of Testing
The culture of testing
• Check your ego at the door
• Use every opportunity to test something
• Compare against yourself, not against your 
competitors or “the industry”
Are you doing 
better this month 
than last month?
Are you doing 
better than you 
would have 
otherwise?
Keep a testing calendar
• We had short‐term and long‐term calendars for 
national emails
• We added a “tests” column to plan out which tests 
would be attached to which emails
• If we saw blank spaces, it would remind us to think 
of more tests to run
Important to do frequent brainstorming sessions
Circulate your test results internally
Internal list 
serve for 
circulating test 
results
Helped get  
buy‐in and 
increased 
familiarity with 
testing process
Prompted     
discussion and 
generated 
new testing 
ideas
The Big Picture
Testing wins.
• This mentality was applied across the board:
• Did we mention raising half‐a‐billion dollars?
• Testing resulted in about $200,000,000 in additional 
revenue 
• Helped recruit 2,000,000 volunteers
• Helped build for thousands of phone banks, rallies and events
• Got information and “the message” into the hands of our best messengers
…and that’s a conservative estimate
Big data ≠ big brother
Testing allows you to listen to your user base
Let them tell you 
what they like
Optimization gives 
them a better 
experience
Usually, the interactions that are the most human are 
the ones that win.
Experiments: Personalization
Adding “drop‐in sentences” that reference past behavior can 
increase conversion rates
…it's going to take a lot more of us to match them. 
Will you donate $25 or more today?
…it's going to take a lot more of us to match them.
You stepped up recently to help out ‐‐ thank you. We all need to dig a little deeper if we're going to 
win, so I'm asking you to pitch in again. Will you donate $25 or more today?
Example: asking recent donors for more money
Added sentence significantly raised donation rate
Confirmed in several similar experiments
Version 1
Version 2
Final Conclusions
• Big groups of smart people working together can 
accomplish a lot, even in 18 months
• But, you don’t need a staff of hundreds to have a 
good testing program
Train existing staffers, hire more when you can
Foster a culture of testing: Every piece of communication     
is an opportunity to test something
Even a small list can be split in two – do what you can
Email Optimization: A discussion about how A/B testing generated $500 million in donations

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