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

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only

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

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

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

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

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

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

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

Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally