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Reverse-Engineering the 2012 Campaign

Trust me -- you'll have fun

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The model for this email is
  • weak
  • relatively accurate
  • accurate
relatively accurate,
and found it may have been targeted based on donation signal* and state.
 

4 email variations

95

recipients



Barack's turning 51 in a couple weeks. And when he goes home to Chicago for a birthday party in his backyard, a couple grassroots supporters like you will be flown in from wherever you live to celebrate.

In the middle of a tough election, it's important to pause on occasion and take some time with friends.

What do you say?

We'll cover the flight and hotel for you and a guest donate $X or whatever you can today to be automatically entered to win:

[url]

Take it from me. You'll have fun at this one.

Joe

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible

35

recipients



Barack's turning 51 in a couple weeks. And when he goes home to Chicago for a birthday party in his backyard, a couple grassroots supporters like you will be flown in from wherever you live to celebrate.

In the middle of a tough election, it's important to pause on occasion and take some time with friends.

What do you say?

We'll cover the flight and hotel for you and a guest -- donate $X or whatever you can today to be automatically entered to win.

Because you've saved your payment information, your donation will go through immediately:

QUICK DONATE: $X

-- QUICK DONATE: $X

-- QUICK DONATE: $X

-- QUICK DONATE: $X

-- QUICK DONATE: $X

Or donate another amount:

[url]

Take it from me. You'll have fun at this one.

Joe

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America hereor click hereto enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rulesand additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601. Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible

4

recipients



President Obama has a birthday coming up -- but he'll be the first to tell you that he doesn't need a gift.

He's just thrilled to go back to Chicago for a little backyard celebration on August 12th, and spend some time catching up with friends. You can be one of them.

If you pitch in $X or whatever you can today, you'll be automatically entered for the chance to be there.

As a thank you for supporting this campaign at a critical time, two grassroots donors and their guests will be flown in -- travel and accommodations taken care of -- to celebrate with President Obama in person.

Your last opportunity to enter is Thursday, so don't wait:

[url]

- Julianna

Julianna Smoot Deputy Campaign Manager Obama for America

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible.

2

recipients



Here's something that I hope you'll keep in mind every day until November:

We're all working as hard as we possibly can. But when we're working this hard, it's good to have some fun once in a while.

That's why I think the President's birthday comes at a perfect time. He's inviting two supporters and their guests to join the birthday party in his backyard in Chicago. Together, you'll all take some time to celebrate not only a happy 51st for President Obama, but all we've accomplished together so far.

Your last chance to enter is Thursday -- donate $X or whatever you can today and automatically get your name in the hat:

[url]

We won't have another chance like this -- we'll be focused on making sure we've got something to celebrate on November 6th.

Hope you can make it out,

Julianna

Julianna Smoot Deputy Campaign Manager Obama for America

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible.

Subject: Fly in to celebrate with Barack

From: info@barackobama.com

Sent: July 24, 2012, 8:37 a.m.




Barack's turning 51 in a couple weeks. And when he goes home to Chicago for a birthday party in his backyard, a couple grassroots supporters like you will be flown in from wherever you live to celebrate.

In the middle of a tough election, it's important to pause on occasion and take some time with friends.

What do you say?

We'll cover the flight and hotel for you and a guest donate $X or whatever you can today to be automatically entered to win:

[url]

Take it from me. You'll have fun at this one.

Joe

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible

 

Compare variations

Subject: Fly in to celebrate with Barack

From: info@barackobama.com

Sent: July 24, 2012, 8:37 a.m.




Barack's turning 51 in a couple weeks. And when he goes home to Chicago for a birthday party in his backyard, a couple grassroots supporters like you will be flown in from wherever you live to celebrate.

In the middle of a tough election, it's important to pause on occasion and take some time with friends.

What do you say?

We'll cover the flight and hotel for you and a guest donate $X or whatever you can today to be automatically entered to win:

[url]

Take it from me. You'll have fun at this one.

Joe

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible



Barack's turning 51 in a couple weeks. And when he goes home to Chicago for a birthday party in his backyard, a couple grassroots supporters like you will be flown in from wherever you live to celebrate.

In the middle of a tough election, it's important to pause on occasion and take some time with friends.

What do you say?

We'll cover the flight and hotel for you and a guest donate $X or whatever you can today to be automatically entered to win:

[url]

Take it from me. You'll have fun at this one.

Joe

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible



Barack's turning 51 in a couple weeks. And when he goes home to Chicago for a birthday party in his backyard, a couple grassroots supporters like you will be flown in from wherever you live to celebrate.

In the middle of a tough election, it's important to pause on occasion and take some time with friends.

What do you say?

We'll cover the flight and hotel for you and a guest -- donate $X or whatever you can today to be automatically entered to win.

Because you've saved your payment information, your donation will go through immediately:

QUICK DONATE: $X

-- QUICK DONATE: $X

-- QUICK DONATE: $X

-- QUICK DONATE: $X

-- QUICK DONATE: $X

Or donate another amount:

[url]

Take it from me. You'll have fun at this one.

Joe

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America hereor click hereto enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rulesand additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601. Paid for by Obama for America

Contributions or gifts to Obama for America are not tax deductible



President Obama has a birthday coming up -- but he'll be the first to tell you that he doesn't need a gift.

He's just thrilled to go back to Chicago for a little backyard celebration on August 12th, and spend some time catching up with friends. You can be one of them.

If you pitch in $X or whatever you can today, you'll be automatically entered for the chance to be there.

As a thank you for supporting this campaign at a critical time, two grassroots donors and their guests will be flown in -- travel and accommodations taken care of -- to celebrate with President Obama in person.

Your last opportunity to enter is Thursday, so don't wait:

[url]

- Julianna

Julianna Smoot Deputy Campaign Manager Obama for America

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible.



Here's something that I hope you'll keep in mind every day until November:

We're all working as hard as we possibly can. But when we're working this hard, it's good to have some fun once in a while.

That's why I think the President's birthday comes at a perfect time. He's inviting two supporters and their guests to join the birthday party in his backyard in Chicago. Together, you'll all take some time to celebrate not only a happy 51st for President Obama, but all we've accomplished together so far.

Your last chance to enter is Thursday -- donate $X or whatever you can today and automatically get your name in the hat:

[url]

We won't have another chance like this -- we'll be focused on making sure we've got something to celebrate on November 6th.

Hope you can make it out,

Julianna

Julianna Smoot Deputy Campaign Manager Obama for America

No purchase, payment, or contribution necessary to enter or win. Contributing will not improve chances of winning. Void where prohibited. Entries must be received by July 26th, 2012. You may enter by contributing to Obama for America here or click here to enter without contributing. Two 2 winners will each receive the following prize package: round-trip tickets for winner and a guest from within the fifty U.S. States, DC, or Puerto Rico to a destination to be determined by Sponsor; hotel accommodations; and tickets for winner and a guest to an event with President Obama on a date, at a venue and for a duration to be determined by Sponsor approximate retail value of all prizes $X . Odds of winning depend on number of entries received and timing of entries received. Promotion open only to U.S. citizens, or lawful permanent U.S. residents who are legal residents of 50 United States, District of Columbia and Puerto Rico and 18 or older or age of majority under applicable law . Promotion subject to Official Rules and additional restrictions on eligibility. Sponsor: Obama for America, 130 E. Randolph St., Chicago, IL 60601.

Contributions or gifts to Obama for America are not tax deductible.

*Donation signal: the average donation amount a campaign asked for across all of the emails a user received. Read about how we find targeting »