Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize the threat of supporter fatigue after it’s infected our list. By that time, campaign,...

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...

If we want to get the most out of email, we need to make it personal. If every message we send sounds like it was spat out of a template, it’s going to be hard to...

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and end all’ of email open rates—understandably. But they don’t act alone. To maximize the...

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...

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid ‘telling’ people what to think. That includes making assertions that some things are cruel,...