I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and end all’ of email open rates—understandably. But they don’t act alone. To maximize the...

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 that would work for us?” ... “What about our organizational ‘voice’?” .....

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely on social media to communicate with supporters?” To which my instinct is to rush...

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting chance of being opened. Poor deliverability will send many of your messages into spam...

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead people to act against their own best interests. If you understand them, you can...

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing their time in your page. Importantly, think about this from your reader’s perspective (not...