How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them. However, if you can reframe the conversation, you get to own it...

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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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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...

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...

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...

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...