It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social media takes this to the next level. Not only is the content volume of...

Quick read

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...

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to a tailored communication model demands new ways of thinking. This comes with its own...

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your email broadcasts, you should have an idea who’s opening your emails, who’s clicking, who’s...

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...

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...