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The recent American presidential election has proved a rich source of debate and not just in the realm of politics. The most expensive presidential campaign in history has confirmed digital marketing as a potent strategic tool.
Obama, in my opinion should be hailed as the brand of the 2008, as that is what he sold himself as – not a politician but a brand. While the old-fashioned connotations of a politician are personified 100% through John McCain i.e. a suit, old(ish), boring and speaks in jargon to confuse the masses. Obama on the other hand, was promoted as a product, similar to the Beckhams, J-Lo and Lewis Hamilton perhaps.
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I must admit that i've not researched the figures for the email activity but using your figures that gives a 30% conversion rate. Tie that in with the fact that bounce backs and unopened emails have not been factored in: that is a fantastic success rate for any email campaign!
I completely agree that it was a text-book campaign and i'm sure that here in the UK we can expect to see similar attempts at replicating the Democratic marketing strategy. The only downside would be that I cannot see a UK candidate having such a strong brand presence to justify the lengths to which the Democrats ventured. Utilising the digital world is a lot easier said than done.