One fascination in a presidential race mostly bereft of intrigue
was the strange, incessant, and weirdly overfamiliar e-mails that
emanated from the Obama campaign. Anyone who shared an address
with the campaign soon started receiving messages from Barack
Obama with subject lines such as “Join me for dinner?” “It’s
officially over,” “It doesn’t have to be this way,” or just “Wow.”
Jon Stewart mocked them on the Daily Show. The women’s website the
Hairpin likened them to notes from a stalker.
But they worked. Most of the $690 million Obama raised online came
from fundraising e-mails. During the campaign, Obama’s staff
wouldn’t answer questions about them or the alchemy that made them
so successful. Now, with the election over, they’re opening the
Most successful subject line? “Hey”.