Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the

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

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

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

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

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

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

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

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

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

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition

You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.

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

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

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