Found 24 topics tagged ‘Best Practice’

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’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading...

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works and what doesn’t. When you run a split test, two or more versions of...

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model. You know—the ‘list within the list’ approach. This involves recruiting supporters onto purpose-designed lists...

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...

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...