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...

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people as possible, right? Wrong. Segmentation is the practice of dividing your supporters...

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will be unfamiliar with what you sent last time. Some recipients will be new to...

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...

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...

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test the waters first. Iterative testing Good for:Long-term optimization of donation and...