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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
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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 
One email. ONE ASK. 
6 things that stop people opening emails 
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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