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

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

If we want to get the most out of email, we need to make it personal. If every message we send sounds

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

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

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

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

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

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

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

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

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

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