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

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

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

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

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

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

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.

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

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

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

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

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell