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...

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 digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters may still engage, take action, and donate. However, with intentional design, pipelines will help...

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world, that collect and process data from EU citizens. Meaning, it impacts most of us...

How do you encourage and celebrate meat-reduction efforts in ways that will be receptive to meat eaters but won’t alienate vegetarians or vegans? Let’s apply common ground messaging theory to answer this question. Triggers: Meat eaters can...

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...