One of the best email programs today and by far one of the most successful, if one was to measure revenue per email, is the Barack Obama campaign. Political affiliations aside (full disclosure: I find myself a moderate - living in the middle), the Barack Obama email program is one stellar email program.

Most have read a press clipping or two discussing the amazing success the campaign has had at raising money this year via online channels. The campaign has all the basics and then sum down:

• Customer Focused: They know their customer - each communication is written to the individual from 'Barack', as if he was writing it himself. Of course, each campaign also has a very simple, red button, asking you to "Donate" - simple and to the point.
• Subject Lines: Very, very compelling and simple. Recent subject lines: "It's our time", "Thank You", or "One last thing..."...
• Timing: Perhaps most impressive is the timing of delivery of the campaigns. In an ever-connected world, the campaign has harnessed the power of email to deliver a message that is all about time. For example, after winning the nomination from the Democratic party, an email was sent entitled "It's our time" letting you know that not only had he just won, but that he was about to take the stage announcing it. The time the email was sent? 9:52PM - minutes prior to actually taking the stage.

All of these basics are recommendations most marketers have heard before. What makes them truly resonate in the Barack Obama program though is the simplicity and consistency of their usage. Often time's programs use some of these best practices, but waiver or move away from them over time. The Obama campaign stands apart, as it has chosen and consistently applied these standards over time.

A recent example:

John --

I'm about to take the stage in St. Paul and announce that we have won the Democratic nomination for President of the United States.

It's been a long journey, and we should all pause to thank Hillary Clinton, who made history in this campaign. Our party and our country are better off because of her.

I want to make sure you understand what's ahead of us. Earlier tonight, John McCain outlined a vision of America that's very different from ours -- a vision that continues the disastrous policies of George W. Bush.

But this is our moment. This is our time. Our time to turn the page on the policies of the past and bring new energy and new ideas to the challenges we face. Our time to offer a new direction for the country we love.

It's going to take hard work, but thanks to you and millions of other donors and volunteers, no one has ever been more prepared for such a challenge.

Thank you for everything you've done to get us here. Let's keep making history.

Barack