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So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them.
However, if you can reframe the conversation, you get to own it. With a little linguistic gymnastics, you can force your opponent to use your frame.
When live exporters assert that their trade is “not cruel”, what’s the one thing most people think of? That’s right. Cruelty.
Frame Conceded:
“You won’t miss out on protein and iron by eating these plant-based foods!”
“New live export regulations won’t protect animals.”
Frame Owned:
“These plant-based foods are packed with iron and protein!”
“New live export regulations only reinforce cruelty.”
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Please, abandon your action lists 
How ‘why’ is the most important question you need to answer 
How to hook your reader 
Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
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