Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think about email broadcasts this way. Broadcast communication is, by default, impersonal. Because...

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...

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause. But don’t expect anyone to take your word for it. Make the effort to...

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...

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for SEO. But in order to preserve impact, use bold words sparingly. It’s tempting to...

Quick read

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights like subject lines, sender identities, and list health, there’s very little contest...