6 min read
Why we built message personalization
Legislative offices count identical form emails instead of reading them, and the facts that would make a message land sit unused in the organization's spreadsheets. We built personalization on three data layers: personas for who is writing, tracks for where each lawmaker stands, and the organization's own data about every district. Five hundred advocates click once and five hundred different emails arrive, each anchored in the sender's district and the lawmaker's record, with setup that takes a spreadsheet rather than a project.
Tom Spencer
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