Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

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

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

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too

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

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

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

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

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

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

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

Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

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

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