SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like you’re writing only to them. When ‘broadcasting’ language slips into our writing,...

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

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup asks. This is not an uncommon approach. And on the surface, it’s easy to...

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...

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right? Not quite. Sometimes, trying to convince someone with a series of facts can feel...

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...