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...

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency. Enter, the chaser email. This is one of the simplest tricks in the book...

Quick read

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out quite a lot. The measure of overall email list engagement is called list health...

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to give it context. Does it make sense without an accompanying photo or intro text?...

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...

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...