The Science Behind Those Obama Campaign E-Mails | marketing tips | Scoop.it
The creepy e-mails that helped get the president reelected were the product of rigorous testing by a team of analysts...

Note from Pat: If you're not testing, you're wasting money.  Don't believe me?  Read this one paragraph from the article.

 

“We were so bad at predicting what would win that it only reinforced the need to constantly keep testing,” says Showalter. “Every time something really ugly won, it would shock me: giant-size fonts for links, plain-text links vs. pretty ‘Donate’ buttons. Eventually we got to thinking, ‘How could we make things even less attractive?’ That’s how we arrived at the ugly yellow highlighting on the sections we wanted to draw people’s eye to.”