Barack Obama

Obama Fundraising E-Mails With "Hey" Subject Line Were Most Successful

"(no subject)" meanwhile worked just once


In the rapidly shifting digital terrain of presidential campaigns, sometimes wacky works.

No one knows this better than the Obama campaign's E-mail team, which pestered supporters with dozens of off-beat fundraising E-mails—many with enormous successs. The campaign told Bloomberg-Businessweek last week that most of the $690 million raised online came from those fundraising E-mails. Notes with the subject line "Hey" were the biggest driver of those donations.