There is consistency with the other email from “Barak”, same colloquial tone, use of first names, simplicity of language.
Interestingly, “Joe” also says “I’ll be doing a lot of the things you’ve done to grow this movement “. He also thanks me for “the warm welcome I’ve received as the newest member of this campaign.” Oh my goodness, they are milking it.

It is clear to all that the Obama campaign is building the Barak/Joe brand paying close attention to these small touch points, reinforcing the 1:1 relationship. But we all know this is the same message millions of people received.

I was disappointed to hear the exact same words from the Saturday speech in Illinois. (about rolling up the sleeves, it’s not an ordinary election, etc.) yes, there is such thing as useful redundancy. But the use of exact same word feels as though he (or really, the campaign peeps) does not know any other words — or really, that not enough time was spent on this message, and they just recycled text from Saturday’s speech. Not good for the brand and a waste of time for the reader. This might cause the reader to feel as though these messages are not worth reading. (What is their value if I have heard the same message before?)

The concept of using emails to build relationship is good, and the refreshing simple language is appreciated. Yet, I believe they have not fully explored what the digital space brings, and not taking advantage of its opportunities.

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Valentina –

I’d like to thank you for the warm welcome I’ve received as the newest member of this campaign.

What you and Barack have accomplished over the past 19 months is incredible, and it’s an honor to be part of it. I’m looking forward to rolling up my sleeves and getting involved.

I recorded a short video message about how I hope to help in the weeks ahead.

Please take a minute to watch the video and share it with your friends: (video attached)

Over the next few weeks, I’ll be doing a lot of the things you’ve done to grow this movement — reaching out day after day in neighborhoods all across the country, connecting with people who are hungry for the change we need.

This is no ordinary time, and this is no ordinary election. I plan to do everything I can to help Barack take back the White House.

I don’t need to tell you that John McCain will just bring us another four years of the same. You can’t change America when you supported George Bush’s policies 95% of the time.

Barack has the vision and the courage to bring real change to Washington. But even he can’t do this alone.

Join me by getting involved in your community — and reach out to your friends and family to get them involved as well.

Please watch this video and pass it on:

http://my.barackobama.com/bidenvideo

Thank you,

Joe

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Valentina –

I have some important news that I want to make official.

I’ve chosen Joe Biden to be my running mate.

Joe and I will appear for the first time as running mates this afternoon in Springfield, Illinois — the same place this campaign began more than 19 months ago.

I’m excited about hitting the campaign trail with Joe, but the two of us can’t do this alone. We need your help to keep building this movement for change.

Please let Joe know that you’re glad he’s part of our team. Share your personal welcome note and we’ll make sure he gets it:

http://my.barackobama.com/welcomejoe

Thanks for your support,

Barack

P.S. — Make sure to turn on your TV at 2:00 p.m. Central Time to join us or watch online at http://www.BarackObama.com.

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I also signed up for the text message, curious about how they would word it.
“Barak (again with the first name) has chosen Senator Joe Biden to be our (sense of belonging “our”) VP nominee. Watch the first rally live at 3pm ET on www.BarakObama.com. Spread the word! (call for action)”

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