Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting chance of being opened. Poor deliverability will send many of your messages into spam...

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000 inactive contacts are worth less to your cause than one engaged supporter! Your aim...

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,...

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead people to act against their own best interests. If you understand them, you can...

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because of this, it’s been adopted by all the most successful online action platforms...

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...