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...

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter might lose interest or fail to grasp their own relevance unless you spell it...

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...

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...

Brave souls test for email frequency tolerance. Good for you. The ‘sweet spot’ between sending too few and too many emails is unique to each list. To find your list’s limit, you first have to accept that...

How can you simultaneously meet the needs of both long-term and fledgling supporters in ways that don’t patronize or confuse anyone? Let’s apply common ground messaging theory to answer this question. Triggers: Long-term supporters value long-term...