You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail. Could you afford to continue investing time in something that wasn’t...

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally (with the blessing of your designer, if you have one). Perhaps there are people...

Quick read

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test the waters first. Iterative testing Good for:Long-term optimization of donation and...

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...

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works and what doesn’t. When you run a split test, two or more versions of...

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if you know who that someone will be. Better yet if you know something about...