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.

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

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

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re

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

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

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

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

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

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

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

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

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