Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right? Not quite. Sometimes, trying to convince someone with a series of facts can feel...

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...

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

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail. Could you afford to continue investing time in something that wasn’t...

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might be sitting on thousands (perhaps millions) of data points that could answer these questions...