Oh good, you clicked! Don't thank me. Thank the Obama campaign and its genius tinker-tailor-subject-line operation.
The Obama campaign raised $690 million online. The majority of it came from the fundraising emails that peppered inboxes for the last two years. They employed a team of 20 writers and a sophisticated analytics system to measure and improve their effectiveness. Now, they're starting to spill the secrets they learned during the campaign. And as revealed in a new report from Joshua Green*, there was a high-powered viral media outfit lurking in Chicago. The lessons from the campaign aren't just a recipe for making money, but for winning eyeballs in the brutal deathmatch to grab your attention on the Internet. What we can learn is how the Obama campaign fine-tuned its content for maximum Internet impact, i.e., how it channeled its inner BuzzFeed.
As a digital media person, I recognize a lot of these tricks, but their content doesn't really change ("Money, plz, kthx."). Hold that variable steady and it becomes a lot easier to test what online media works and what doesn't.
First, let's propose that your inbox is a publication. It's a weird publication to be sure, assembled from your mom's emails, your friend's quips, some chat boxes floating in the right hand corner, daily deals sites that you must have signed up for at some point, various digests, some news alerts, and that thing you've been meaning to deal with for months but haven't. So, this reverse chronological publication is always available for you, and you know there are some things you'd like to read within it, and many more that you'll flip by and/or delete.
The first step for the Obama campaign was to grab your attention long enough to get you to open the email. So, they got casual. "The subject lines that worked best were things you might see in your in-box from other people," Toby Fallsgraff, the campaign's email director, told Green. "'Hey' was probably the best one we had over the duration."
Tone, on the Internet, is everything. Unlike a magazine where you know what tone to expect (magaziney!), writing on the web is all jumbled up. I think people get really, really good at detecting if pieces of writing on the Internet -- be they emails, blog posts, tweets, or Facebook updates, Google ads, YouTube comment threads -- are meant for them or not. And the key signal is how you put the words together. The tone tells you who the implied author of the work is. And that's how you answer the eternal question, in a inbox of infinite sentences, would I like to read this person's?
Of course, like everything else in the Obama campaign, this process was a cyborg. Humans input the initial emails, but machines sorted the best from the worst. Here's how Green described the process:
The campaign would test multiple drafts and subject lines - - often as many as 18 variations -- before picking a winner to blast out to tens of millions of subscribers.
What I learned in my own reporting was that the worst-performing letters in that testing process only generated 15 or 20 percent as much money as the best performers. The analytics allowed them to only send emails they knew worked.
But perhaps the most interesting and crucial part of the Obama camp's email strategy was that it was not static. They didn't find that the "Hey" subject line worked and then stop there. Their analytics told them that every subject-line technique, every tonal quirk, had a limited shelf life. The well ran dry almost as soon as you'd divined its location in the psyche of the Democratic base.
Once more quoting Green:
But these triumphs were fleeting. There was no such thing as the perfect e-mail; every breakthrough had a shelf life. "Eventually the novelty wore off, and we had to go back and retest," Showalter said.
In my experience in the content game, nothing has proven more true. Any detailed social media primer I give you would be out of date by the time I could finish writing it. Any operational headline writing strategy would stop working if everyone used it. Everyone clamoring for your attention on the web is trying to strike that perfect mix of familiarity and novelty. And that means the content techniques that work are necessarily recursive. You change what people like by doing whatever you do. Which then requires that you do something else, which then changes their tastes again.
This is true for your core donors (or readers) as well as the farther flung people who might only get forwarded your fundraising email (or story) every once in a while. Sometimes, I start to think of the Internet as a gatheration of starlings, each reader/writer moving in response to her immediate content environment, and somehow the whole thing seems to move together, following a million different versions of the same core set of rules.
* I accidentally misattributed this piece to the equally excellent Joshua Davis. Corrected!
The agreement doesn’t guarantee that Tehran will never produce nuclear weapons—because no agreement could do so.
A week ago I volunteered my way into an Atlantic debate on the merits of the Iran nuclear agreement. The long version of the post is here; the summary is that the administration has both specific facts and longer-term historic patterns on its side in recommending the deal.
On the factual front, I argued that opponents had not then (and have not now) met President Obama’s challenge to propose a better real-world alternative to the negotiated terms. Better means one that would make it less attractive for Iran to pursue a bomb, over a longer period of time. Real world means not the standard “Obama should have been tougher” carping but a specific demand that the other countries on “our” side, notably including Russia and China, would have joined in insisting on, and that the Iranians would have accepted.
Orr: “Sometimes a thing happens. Splits your life. There’s a before and after. I got like five of them at this point.”
This was Frank offering a pep talk to the son of his murdered former henchman Stan in tonight’s episode. (More on this in a moment.) But it’s also a line that captures this season of True Detective so perfectly that it almost seems like a form of subliminal self-critique.
Remember when Ray got shot in episode two and appeared to be dead but came back with a renewed sense of purpose and stopped drinking. No? That’s okay. Neither does the show: It was essentially forgotten after the subsequent episode. Remember when half a dozen (or more) Vinci cops were killed in a bloody shootout along with dozen(s?) of civilians? No? Fine: True Detective’s left that behind, too. Unless I missed it, there was not a single mention of this nationally historic bloodbath tonight.
Has the Obama administration’s pursuit of new beginnings blinded it to enduring enmities?
“The president said many times he’s willing to step out of the rut of history.” In this way Ben Rhodes of the White House, who over the years has broken new ground in the grandiosity of presidential apologetics, described the courage of Barack Obama in concluding the Joint Comprehensive Plan of Action with the Islamic Republic of Iran, otherwise known as the Iran deal. Once again Rhodes has, perhaps inadvertently, exposed the president’s premises more clearly than the president likes to do. The rut of history: It is a phrase worth pondering. It expresses a deep scorn for the past, a zeal for newness and rupture, an arrogance about old struggles and old accomplishments, a hastiness with inherited precedents and circumstances, a superstition about the magical powers of the present. It expresses also a generational view of history, which, like the view of history in terms of decades and centuries, is one of the shallowest views of all.
The former secretary of defense lobbied for the repeal of “Don’t ask, don’t tell,” and has now ended the Boy Scouts’ ban on gay scoutmasters.
Eagle Scout. Young Republican. CIA recruit. Air Force officer. CIA director. Secretary of defense.
It’s not the resume of a radical civil-rights campaigner, but Robert Gates has now integrated two of the great bastions of macho American traditional morality—first the U.S. armed forces, and now the Boy Scouts of America. In both cases, Gates pursued a careful, gradual strategy, one that wasn't fast enough for activists. In both cases, he was careful to take the temperature of constituents. And in both cases, once he was ready to act, he did so decisively. In the end what seemed to matter most was not Gates’s personal feelings but his determination to safeguard institutions he cared about and his deft skills as a bureaucratic operator.
Companies that overvalue alpha-male behavior need to change—both to retain female talent and for the bottom line.
When it comes to gender equality in the workplace, the research on its economic benefits is clear: Equality can boost profits and enhance reputation. And then there’s also the fact that it’s more fair. But the progress of women in the workplace is so far inadequate: Women are woefully underrepresented in executive positions, the pay gap persists, and the motherhood penalty is very real.
Barbara Annis is the founder of the Gender Intelligence Group, a consultancy that works with executives at major firms (including Deloitte, American Express, BMO Financial Group, and eBay) to create strategies to transform their work cultures into ones that are friendly to both men and women.
I recently spoke with Annis about her work and the challenges to achieving gender parity. The following transcript of our conversation has been edited for clarity.
This is the third in a series. Readers are invited to send their own responses to firstname.lastname@example.org, and we will post their strongest critiques of the book and the accompanied reviews. (The first batch is here.) To further encourage civil and substantive responses via email, we are closing the comments section. You can follow the whole series on Twitter at #BTWAM and read all of the responses to the book from Atlantic readers and contributors.
Several years ago, Ta-Nehisi Coates took his son, not yet 5, to see a movie on the Upper West Side of Manhattan. As his son made his way off the escalator, a white woman pushed him and said, “Come on!” Chaos ensued. There was a black parent’s rage and a white man’s threat to have the black parent arrested. Coates narrates the incident in cool, steady prose. Ultimately, he writes of the regret he carries: “In seeking to defend you I was, in fact, endangering you.”
Connecticut, Missouri, and Georgia have dropped the slave-owning presidents from their annual fund-raising dinners, and many more states could follow suit.
The Democratic Party is on the hunt for a new pair of fathers.
Last week, Democrats in Connecticut rather matter-of-factly decided to oust Thomas Jefferson and Andrew Jackson from their place of honor as the namesakes of the state party’s annual fund-raising dinner. The debate—such as it was—over the legacies of the two slave-owning presidents took all of two minutes, a spokesman for the state central committee said, and the vote to strip their names from the dinner was unanimous. A week earlier, Missouri changed the name of its Jefferson-Jackson dinner to honor native son Harry Truman instead, and two days after Connecticut’s vote, Georgia Democrats announced a similar change with even less fanfare.
A controversial treatment shows promise, especially for victims of trauma.
It’s straight out of a cartoon about hypnosis: A black-cloaked charlatan swings a pendulum in front of a patient, who dutifully watches and ping-pongs his eyes in turn. (This might be chased with the intonation, “You are getting sleeeeeepy...”)
Unlike most stereotypical images of mind alteration—“Psychiatric help, 5 cents” anyone?—this one is real. An obscure type of therapy known as EMDR, or Eye Movement Desensitization and Reprocessing, is gaining ground as a potential treatment for people who have experienced severe forms of trauma.
Here’s the idea: The person is told to focus on the troubling image or negative thought while simultaneously moving his or her eyes back and forth. To prompt this, the therapist might move his fingers from side to side, or he might use a tapping or waving of a wand. The patient is told to let her mind go blank and notice whatever sensations might come to mind. These steps are repeated throughout the session.
Educators seldom have enough time to do their business. What’s that doing to the state of learning?
It’s common knowledge that teachers today are stressed, that they feel underappreciated and disrespected, and disillusioned. It’s no wonder they’re ditching the classroom at such high rates—to the point where states from Indiana to Arizona to Kansas are dealing with teacher shortages. Meanwhile, the number of American students who go into teaching is steadily dropping.
A recent survey conducted jointly by the American Federation of Teachers and Badass Teachers Association asked educators about the quality of their worklife, and it got some pretty harrowing feedback. Just 15 percent of the 30,000 respondents, for example, strongly agreed that they’re enthusiastic about the profession. Compare that to the roughly 90 percent percent who strongly agreed that they were enthusiastic about it when they started their career, and it’s clear that something has changed about schools that’s pushing them away. Roughly three in four respondents said they “often” feel stressed by their jobs.