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?...

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...

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been retargeted. Retargeting (also known as ‘remarketing’ or ‘pixel tracking’) lets you ‘tag’ visitors who...

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...

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the size of the segment your email was sent to. Boost this using list-building strategies...

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...