You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens. Stop hyperventilating. It’s time to focus. Here’s your action plan. Assess the damage...

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...

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...

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...

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...

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out quite a lot. The measure of overall email list engagement is called list health...