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

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.

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

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for

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

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize