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

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

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

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

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

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

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

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.

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

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out