SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

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

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

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally

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

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

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

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

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

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

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

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

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