What So Many Candidates Have in Common: Desperate Fundraising E-Mails

Wednesday marks the end of the third fundraising quarter of the 2016 primary election, a date that matters to TV talkers, focus-groupers, backstage whisperers—and candidates trying to convince the media and the public at large that momentum is on their side. To try to get supporters to care—and to give—candidates for the presidency are turning to e-mails with carefully orchestrated subject lines.

In 2008, Senator Barack Obama’s presidential campaign sent out e-mails that featured data, strategy, and speeches in their subject lines: “June Numbers,” “Deadline: Midnight tonight,” and “Video: Barack’s speech on Iraq and national security.” He won. In 2012, Obama’s re-election campaign e-mails included subject lines like “SO COOL,” “Michelle time,” and “Warning: This picture is cute.” And—who could forget?—“Hey.”