Annoying Emails Work Better Than You Think
The broad targeting of soccer moms and NASCAR dads was all in the past. Now it was about using “proclivity models” and other analytical tools to mobilize and persuade and make voter contact more efficient. Whether a voter was an 85 on the support scale or a six on the persuasion scale was more important than if she was a young African-American woman in Pittsburgh or he was an old Jewish man in Cleveland or vice versa. Some tech staffers had dismissed email as old-fashioned and uncool, without understanding how indispensable it would be in saving the campaign.