“Presidential candidates need to seem human and accessible to potential supporters, and the tone of an email and subject line can reflect that vibe.”


Sometimes, when you’re close to the brand identity, you miss the mark on tone completely. That’s because the work takes on a personal quality that often leaves lost and confused when it comes to tone. Take a tip from President Obama, he used ‘Hey’ to open his emails which was the most effective greeting to generate funding in 2012. If he can say it, you can say it.