Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2025. They ask, “Can’t we just rely