One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us to compete for the attention spans of our audience, more is most definitely less...

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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...

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...

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...