Cover Story: The Direct Marketing Election

What all marketers can learn from the deep voter databases and cutting-edge direct marketing tactics that are winning the 2012 election

Mitt Romney’s homepage shows how the campaigns put cookies and Web browser information to use. If visitors are logged into Facebook, the social plugin shows how many Facebook users like the page, and which of their friends do, as well. (The main image also appears to be tailored to the state this screenshot was taken from—Pennsylvania.)

This Obama campaign email was sent with the “From” line “Yohannes Abraham, BarackObama.com,” and openly compares the recipient’s name to other names in the registered voter database. Other emails from the campaigns have used different personal information, such as donation history, in the copy.