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

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

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

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

A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must

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

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

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.

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

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.

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

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

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

What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would