That ‘Team Beto’ Fund-Raising Email? It Might Not Be From Beto.
The New York Times
Mimicking official correspondence is an age-old marketing trick. But look-alike emails suggesting links to Beto O’Rourke’s campaign for governor show the tactic has accelerated in the digital era.
Kenneth Pennington, a top digital strategist for Beto O’Rourke, had a simple plan.
Mr. O’Rourke would announce his bid for governor of Texas early on a recent Monday morning and then Mr. Pennington would break the news via email to Mr. O’Rourke’s lucrative list of supporters, a loyal following that had already raised tens of millions of dollars for Mr. O’Rourke in his past bids for the Senate and the White House.
But Mr. Pennington soon noticed something troubling: a parallel wave of look-alike emails from groups completely unaffiliated with the O’Rourke campaign that were designed to capitalize on the Texas Democrat’s moment and popularity. The emails used subject lines, sender names and URLs embedded with phrases like “team Beto” and “official Beto.” And in most cases, none of the money these emails eventually raised went directly to the campaign.
