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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail.
Could you afford to continue investing time in something that wasn’t working? Probably not. That means you need to know how well your digital content is performing. You need to know when performance can be improved. And you need to know how to improve it. Analytics and testing can help you with that.
What does ‘success’ look like on your page? What about your page actually fuels your organization’s goals? Usually this is an exchange or transaction with your supporter, like a completed action or donation form. That’s your key performance indicator (KPI). Measure performance against that (not some vanity metric like ‘page impressions’).
Just knowing how well a page is performing against its KPI is great if your end-goal is to file a report. But it doesn’t really tell you where to begin to improve performance. A good analytics system shouldn’t just tell you how well a page is performing; it should also give you hints as to why.
Many factors can influence page performance, including:
A good analytics system will let you look at performance from multiple angles. This lets you see which factors are influencing the success (or failure) of your page.
For example, on the surface your page performance might be ‘average’. But if you view your analytics from a device perspective, you might discover that conversion rates for desktop are much higher than mobile. That tells you that you have much to gain by optimizing your mobile page layout.
Or, if you split by traffic origin, you may discover that two paid ads are both generating lots of traffic, but only one is converting. That tells you to either drop the underperforming ad, or optimize it by tweaking its audience or content to better suit your landing page.
Multi-dimensional analytics can also reveal cool insights such as...
Once you know your web page’s baseline performance, you’re ready to start optimizing it. Draw on your analytics insights to identify what to changes might improve performance. Split testing can take the guesswork out of any questions or assumptions you might have. New to split testing? Here’s your guide.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the size of the segment your email was sent to. Boost this using list-building strategies...
3 minute readMost email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the...
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