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...

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...

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you can take full advantage without annoying your supporters. Why on-page videos are...

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...

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...

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...