The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second thought to messages from those we don’t. Failing to be a recognized sender is...

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...

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...

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications is increasingly personalized. Segmentation, profiling, and pipelines are critical building blocks of any current...

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...