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 internet’s favorite fact-checkers are caught in a messy dispute.
On Monday, the editorial staff of Snopes.com wrote a short plea for help. The post said that the site needed money to fund its operations because another company that Snopes had contracted with “continues to essentially hold the Snopes.com web site hostage.”
“Our legal team is fighting hard for us, but, having been cut off from all revenue, we are facing the prospect of having no financial means to continue operating the site and paying our staff (not to mention covering our legal fees) in the meanwhile,” the note continued.
It was a shocking message from a website that’s been around for more than 20 years—and that’s become a vital part of internet infrastructure in the #fakenews era. The site’s readers have responded. Already, more than $92,000 has been donated to a GoFundMe with a goal of $500,000.
There were numerous attempts to establish contact with the campaign and the transition team.
In trying to fend off suspicion of collusion with the Kremlin, Donald Trump Jr. and Jared Kushner have recently provided the public with two very interesting documents. Shoving responsibility for any outreach onto the Russian side, the two men have given us with a partial account of Russian methods in approaching the Trump camp in 2016.
If the accounts are true—and, given that their accounts have changed in the past, these latest accounts could change too—then, taken together, the Trump Jr. emails and Kushner’s statement show a Russian side that is experimenting with ways of getting the Trump team’s attention. They show a side that really is, as one former Obama administration official told me, “throwing spaghetti at the wall and seeing what would stick.”
As Donald Trump’s troubles deepen, he keeps trying to shift attention to his old rival—but finds it no longer works like it used to.
Donald Trump’s brand-new communications director got a glimpse of the challenge he faces this weekend. As Anthony Scaramucci toured the Sunday shows, promising a new era of better relations and positive vibes, his boss was firing off his most active string of Twitter complaints in some time, taking shots at Democrats, Republicans, the press, James Comey, Robert Mueller, and—for the second time in less than a week—his own attorney general:
So why aren't the Committees and investigators, and of course our beleaguered A.G., looking into Crooked Hillarys crimes & Russia relations?
The president’s choice of words to describe Attorney General Jeff Sessions is bizarre, though the condescending mockery matches the tone he often uses for adversaries. To paraphrase Trump, somebody’s doing the beleaguering, and that person is Trump himself, who railed at Sessions during an interview with The New York Times last week, saying he wished he hadn’t appointed him, and that Sessions’s decision to recuse himself from the Russia investigation was unfair to Trump.
Terminating the special counsel would show recklessness, imply corruption, and irrevocably damage the country.
Last week, President Donald Trump fueled speculation that he might work to oust Robert Mueller, the former FBI director appointed to probe Russian interference in the 2016 presidential election. Trump could do so today, or tomorrow, or three months from now; the news could be announced in a televised speech, through a spokesperson, or even in a late night tweet sent on an impulse after his advisers have gone to bed.
If Trump fires Robert Mueller, few will be surprised. But if that happens, as the Department of Justice is thrown into chaos, as the American public sees its clearly expressed support for the special counsel disregarded, as the vital inquiry into the integrity of American elections stalls, as protesters take to the streets in a show of outrage at the affront to the rule of law, as the 2018 midterms morph into a referendum on the administration, and as American democracy reels into unknown territory, the House of Representatives should immediately impeach the president.
Thirty-one-year-old Ezra Cohen-Watnick holds the intelligence portfolio on the National Security Council—but almost everything about him is a mystery.
Just 24 days into his tenure as Donald Trump’s national-security adviser, Michael Flynn was forced to resign, having reportedly misled Vice President Mike Pence about his contacts with Russian officials. When Flynn departed, the men and women he’d appointed to the National Security Council grew nervous about their own jobs, and with good reason. The new national-security adviser, General H.R. McMaster, promptly began clearing out Flynn’s people, among them Dave Cattler, the deputy assistant to the president for regional affairs, Adam Lovinger, a strategic affairs analyst on loan from the Pentagon, and KT McFarland, Flynn’s deputy, who was eased out with the ambassadorship to Singapore. Even Steve Bannon, among the most powerful people in the White House, was removed from the meetings of the NSC Principal’s Committee, where he had been installed early on in the administration.
Three Atlantic staffers discuss “Stormborn,” the second episode of the seventh season.
Every week for the seventh season of Game of Thrones, three Atlantic staffers will discuss new episodes of the HBO drama. Because no screeners were made available to critics in advance this year, we'll be posting our thoughts in installments.
Dunkirk and Valerian had two highly contrasting kinds of crossovers—and Game of Thrones could have taken a lesson from either.
Megaplexes this past weekend staged a battle between two very different battle movies: the realistic World War II suspense of Christopher Nolan’s Dunkirk and the campy sci-fi hijinks of Luc Besson’s Valerian and the City of a Thousand Planets. Fueled by great reviews and Nolan’s bankable brand as a filmmaker, Dunkirk prevailed with a $50.5 million haul while Valerian, at just $17 million in grosses, seems headed the heap of recent space-adventure bombs. Still, it’s notable how both films, vastly unalike in tone and reception, did share one feature other than their release date—a megafamous musician in their ensemble.
Devoted fans of One Direction have tracked the progress of Dunkirk for more than a year thanks to it being the first major acting job for Harry Styles, the 23-year-old frontman of that currently suspended boy band. Valerian has made Rihanna, arguably the reigning queen of pop, a major feature of its marketing campaign. The tradition of singers attaining “multihyphenate” status by way of Hollywood is richly uneven, encompassing award-winners like Cher in Moonstruck and trainwrecks like Mariah Carey in Glitter. Styles’s and Rihanna’s simultaneous gigs, taken together, offer a neat case study in the two poles of musicians-as-actors: the serious bid perhaps en route to aneventual EGOT and the winking extended cameo meant for fans, fun, and profit.
Biology textbooks tell us that lichens are alliances between two organisms—a fungus and an alga. They are wrong.
In 1995, if you had told Toby Spribille that he’d eventually overthrow a scientific idea that’s been the stuff of textbooks for 150 years, he would have laughed at you. Back then, his life seemed constrained to a very different path. He was raised in a Montana trailer park, and home-schooled by what he now describes as a “fundamentalist cult.” At a young age, he fell in love with science, but had no way of feeding that love. He longed to break away from his roots and get a proper education.
At 19, he got a job at a local forestry service. Within a few years, he had earned enough to leave home. His meager savings and non-existent grades meant that no American university would take him, so Spribille looked to Europe.
... and what that means for affordable housing across the country
Just over a week ago, TheWall Street Journalcalled the neighborhood where I rent, Venice Beach, California, the toughest place in the United States to build new housing, pointing to it as an extreme example of what is happening in a lot of wealthy urban enclaves.
“Apartment developers have stepped up production focused largely on the inner cores of big U.S. cities, where millennials are flocking for high-paying jobs and easy commutes, and where development is often welcomed,” the newspaper reported. “Meanwhile, surrounding low-rise neighborhoods—many filled with older structures and historical character—are keeping developers out. Residents of these older urban neighborhoods generally have resisted newcomers, complaining about congestion on roads and public transportation and seeking to preserve architecture, sunlight and views.”
Curiosity is underemphasized in the classroom, but research shows that it is one of the strongest markers of academic success.
When Orville Wright, of the Wright brothers fame, was told by a friend that he and his brother would always be an example of how far someone can go in life with no special advantages, he emphatically responded, “to say we had no special advantages … the greatest thing in our favor was growing up in a family where there was always much encouragement to intellectual curiosity.”
The power of curiosity to contribute not only to high achievement, but also to a fulfilling existence, cannot be emphasized enough. Curiosity can be defined as “the recognition, pursuit, and intense desire to explore, novel, challenging, and uncertain events”. In recent years, curiosity has been linked to happiness, creativity, satisfying intimate relationships, increased personal growth after traumatic experiences, and increased meaning in life. In the school context, conceptualized as a “character strength,” curiosity has also received heightened research attention. Having a “hungry mind” has been shown to be a core determinant of academic achievement, rivaling the prediction power of IQ.