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

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

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

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

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

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

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

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

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters

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