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(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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
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.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will be unfamiliar with what you sent last time. Some recipients will be new to your list entirely. That’s a big gap. And a massive challenge for long-haul campaigns.
It doesn’t matter if this is the 50th email you’ve sent on the topic; we can never assume our supporters will appreciate the gravity of what’s at stake, unless we always restate the problem.
We can never assume our supporters will appreciate the gravity of what’s at stake, unless we always restate the problem
Problem implied:
“With your help, we can force the government to uphold their own rules and hold live exporters to account.” (why should I care?)
Problem restated:
“With your help, we can force the government to hold live exporters accountable for cruelty. No-one should be allowed to get away with neglecting, abusing, or ‘cooking animals alive’ for profit.” (ah, that’s why)
Draw on this next time you’re rushing out a rapid-response action alert. You’ll notice that this tactic works equally well across all knowledge levels. Let’s say your supporter is fully informed—restating the problem will reignite the fire that drives actions and support. Use it!
From: How ‘why’ is the most important question you need to answer
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Don’t be a hero (make your supporter the hero!) 
Don’t let these ‘cognitive biases’ hurt your conversion rates 
Segmenting for high and low engagement 
Testing for email frequency tolerance 
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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