Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t have the same pull as a subject line, it does give you a ‘second...

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video... When your email has a destination, be protective of...

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 SEO. But in order to preserve impact, use bold words sparingly. It’s tempting to...

Quick read

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter might lose interest or fail to grasp their own relevance unless you spell it...

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test the waters first. Iterative testing Good for:Long-term optimization of donation and...

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 be nice if it were that simple. But your ideal email frequency is unique...