One Day Inside a Fundraising Machine

The winning subject line wound up beating the projections: It raised $2,673,278

CHRISTOPHER DILTS/OBAMA FOR AMERICA

Before firing off a fundraising plea to Obama’s tens of millions of supporters, the campaign would experiment with different versions of a single message to see what got the most clicks. A snapshot of the e-mail team’s work on June 26

THE SUBJECT LINE

The team tested numerous subject lines by sending fundraising e-mails to small groups of supporters

THE HAUL

Based on the donations those e-mails raised, the team projected how much the pitches would bring in if sent to the full Obama list

THE DIFFERENCE

They then projected how much less money the campaign would collect if they used anything other than the most successful e-mail

THE SUBJECT LINE | THE HAUL | THE DIFFERENCE

I will be outspent | $2,540,866 THE WINNER! | n/a

Some scary numbers | $1,941,379 | $599,487

If you believe in what we’re doing... | $911,806 | $1,629,060

Last call: Join Michelle and me | $894,644 | $1,646,222

Would love to meet you | $755,425 | $1,785,441

Do this for Michelle | $714,147 | $1,826,719

Change | $711,543 | $1,829,323

The most popular Obama | $659,554 | $1,881,312

Michelle time | $604,813 | $1,936,053

Deadline: Join Michelle and me | $604,517 | $1,936,349

Thankful every day | $545,486 | $1,995,380

The one thing the polls got right... | $403,603 | $2,137,263

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