The Weird Secret Behind The Campaign That Raised $690 Million

The Weird Secret Behind The Campaign That Raised $690 Million

I was shocked when I discovered this…

Do you know who has the highest opened email in all history?

A top marketer? A Direct Response Copywriter? The best salesman?

Not any of these…

It was Barack Obama… Former President of the United States. Sounds weird right?

It’s true.

Obama’s emails were not only the highest opened emails… but the highest earning emails in history.

That campaign raised $690 Million Online.

And you’ll be further surprised to know the kind of subject lines used in that campaign.

Some of them were

‘Hey’

‘Join me for dinner’

‘I’m sorry’

‘It doesn’t have to be this way’

‘It’s officially over’

‘Wow’

And so on.

Crazy isn’t it? These are emails from the President of the United States… Yet the subject lines are so personal, you’ll be curious… “Why is Obama apologising to me”

That brings me to the secret behind these emails.

They made sure that every email and subject was personal, and they relied heavily on curiosity and intrigue to get the open.

The story has it that they employed a team of 20 copywriters…

and a sophisticated analytics system to measure and improve their effectiveness.

So for every single email they sent, they tested multiple drafts and subject lines… sometimes as many as 18 variations – before picking a winner to send to tens of millions of subscribers.

What’s the big lesson here?

If you want to win eyeballs in the brutal inbox death-match, use intrigue, curiosity and a personal touch in your subject lines.

Moreso, Test everything.

Keep winning,
TG

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