There’s more than one way to build an email list. The various types of digital assets you can use to attract people to your list are your list building entry points. Choosing the right entry points can...

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention. Either, they’ll need to delay the thing they were about to do next, or...

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...

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The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your email broadcasts, you should have an idea who’s opening your emails, who’s clicking, who’s...

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally (with the blessing of your designer, if you have one). Perhaps there are people...

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