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...

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or break your broadcast. Inboxes are generally cluttered, un-fun places. You can either...

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:...

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally (with the blessing of your designer, if you have one). Perhaps there are people...

Quick read

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...

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your supporter directly to a specific page. Let’s work with that. Make your action...