In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters before subject lines are cropped. That’s roughly seven words. Anything beyond this and you...

Quick read

If we want to get the most out of email, we need to make it personal. If every message we send sounds like it was spat out of a template, it’s going to be hard to...

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get them there? In the history of Animals Australia’s (several thousand) email broadcasts, there’s no...

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video... When your email has a destination, be protective of...

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...

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...