Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like this. And not because it doesn’t contain important information. It does. You’ve probably never...

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because of this, it’s been adopted by all the most successful online action platforms...

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if that would work for us?” ... “What about our organizational ‘voice’?” .....

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...

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention. Either, they’ll need to delay the thing they were about to do next, or...

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if you know who that someone will be. Better yet if you know something about...