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 be taken to not misinterpret or over-simplify the data. There are therefore good reasons...

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights like subject lines, sender identities, and list health, there’s very little contest...

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters may still engage, take action, and donate. However, with intentional design, pipelines will help...

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works and what doesn’t. When you run a split test, two or more versions of...

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to a tailored communication model demands new ways of thinking. This comes with its own...

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 supporter directly to a specific page. Let’s work with that. Make your action...