Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to give it context. Does it make sense without an accompanying photo or intro text?...

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications is increasingly personalized. Segmentation, profiling, and pipelines are critical building blocks of any current...

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail. Could you afford to continue investing time in something that wasn’t...

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally reinforce them. However, if you can reframe the conversation, you get to own it...

Quick read

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out quite a lot. The measure of overall email list engagement is called list health...

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re probably familiar with geo-fencing. This tactic gets a bad rap. Chances are, you encounter...