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...

The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a wholly positive experience—one your supporter will want to repeat when the next critical ask...

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...

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...

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...