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?...

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers into subject-matter experts. Mostly, we’re in the business of motivating people to action. If...

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...

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re probably familiar with geo-fencing. This tactic gets a bad rap. Chances are, you encounter...

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...

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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