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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2024. They ask, “Can’t we just rely
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To make matters worse—the more experience you gain as an advocate, the more susceptible you become to the curse.
Common traps include:
The political curse
The assumption that our supporter understands the political process; the role of Ministerial Departments; what electorate they’re in; party acronyms; or what party their MP belongs to. They may not.
The industry curse
The assumption that when we reference things like ‘supply chains’, ‘mortality rate’, or use welfare terms (such as ‘furnished cage’, ‘sow stall’, ‘maceration’), our supporters will know what those terms mean and their implications for animals. Chances are, they know neither.
Keep learning.
Free eBookThe legal curse
Assuming that our supporter is familiar with the definitions of legal terms such as ‘breach’, ‘regulation’, or ‘regulatory authority’. Don’t bank on it.
The campaign curse
The assumption that our supporters have been following our campaign and don’t need a gentle reminder of why it’s important or how our current focus will tangibly help animals. They do.
Once you’re aware of the curse, it’s easy to beat. Use common language in place of technical terms and processes. Write for those who know little if anything about your topic.
One of the biggest lessons this curse has taught me is that depending on my audience, being “precise” and being “understood” are not always the same things!
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Don’t let these ‘cognitive biases’ hurt your conversion rates 
Never assume anyone knows what you’re talking about 
Say thanks (and mean it) 
What you need to know about ‘deliverability’ 
Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
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