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...

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...

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second thought to messages from those we don’t. Failing to be a recognized sender is...

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your...

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 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...