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

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?

What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would

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

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

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

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

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to

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

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

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

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

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