Email Masterclass: It’s Still the Killer App

Email Masterclass: It’s Still the Killer App

Session Type(s): Training, Virtual Only Session, Streamed Session

Training Tag(s): Advanced Online Organizing

Starts: Wednesday, Jun. 21 4:00 PM (Central)

Ends: Wednesday, Jun. 21 5:30 PM (Central)

Room: Virtual

Whether your community of supporters is five thousand or five million strong, email remains by far the most cost-effective and powerful digital channel at your disposal to inform and engage your base. The basics of how to run a good email program haven’t changed a lot over the years, but new developments—such as Apple’s Mail Privacy Protection, malware screening software, and the rise of unethical actors in the fundraising and activism space—are forcing us to develop new strategies. I’ll share lessons learned—about list growth, deliverability, messaging, testing, fundraising and more—from more than 18 years experience managing email programs for CREDO Mobile, Bernie 2016, NextGen,, Mozilla Foundation and People for the American Way.


Will Easton


Will currently consults with a wide range of nonprofit & advocacy organizations on email strategy, deliverability and fundraising. Previously, Will worked as Director of Digital Fundraising and Engagement at People for the American Way, Lead for Fundraising & Email Strategy at the Mozilla Foundation, Director of Email Engagement for Bernie 2016, and as a Senior Manager for CREDO Mobile and CREDO Action. Will holds a Masters in Nonprofit Administration from the University of San Francisco, enjoys homebrewing, and is a long-time volunteer with Netroots Nation.

Other sessions: How to Build Your Email List Ethically and Sustainably, Email Masterclass: It's Still the Killer App

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