Re: “Hey:” – An Analysis of the Obama/Romney Emails

By Ed Hallen, Klaviyo Blog

Early in 2012, I signed up for the Barack Obama and Mitt Romney campaigns’ email lists with a rarely used old email address. While I knew that this small dataset couldn’t reveal the extreme sophistication of their email strategies, I set out to analyze the emails I’d received (and rarely read) – and discovered some surprising differences in strategy (at least as it related to the emails I was sent).

The Emails in Numbers

There are two main differences you’ll notice – first, the sharp daily dose of Romney emails right after June 1st. Second, the month-long gap that immediately followed them. This gap began June 18th – the same day that I clicked the unsubscribe button on the Romney emails from another email address (once I realized I was signed up t

wice). While I can’t prove it, impressively, the Romney campaign seemed to realize I might be close to unsubscribing and put me on pause for a month.

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