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

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

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second

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.

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

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

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

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

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

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

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.

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

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get