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Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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
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. With a little linguistic gymnastics, you can force your opponent to use your frame.
When live exporters assert that their trade is “not cruel”, what’s the one thing most people think of? That’s right. Cruelty.
Frame Conceded:
“You won’t miss out on protein and iron by eating these plant-based foods!”
“New live export regulations won’t protect animals.”
Frame Owned:
“These plant-based foods are packed with iron and protein!”
“New live export regulations only reinforce cruelty.”
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Please, abandon your action lists 
A beginner’s guide to email analytics 
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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