Presidential Candidates Employ Very Different Email Strategies

Hanford Sentinel, Monday, September 17, 2012 4 PM
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Both presidential candidates are working more email into their campaign communications, but with different strategies. The Obama campaign's most popular word in emails is "you" and the channel's principal objectives are to make supporters feel connected to the campaign and to raise money. The Romney strategy is to raise temperatures, not money. The most commonly word used is "Obama" and the content strategy is to stoke anger and outrage.

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