A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your...

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

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...

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency. Enter, the chaser email. This is one of the simplest tricks in the book...

Quick read

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done already? We’ve all been there. If you just about sent yourself to sleep composing...

Quick read

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...