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Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Take your time.
In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite. Sometimes there really is a lot to say. Still, there are better options than trying to say everything in one interaction. Readers will find it hard to retain dense information. And rarely do we need to place this much pressure on ourselves.
Pace yourself
Whether you’re communicating through your email list or your social media feed, remember that you’re in an ongoing relationship with your audience. You don’t just get one shot at this. When there’s a lot to say, try saying it over a series of linked emails, web pages, or social media posts. Break up your content into bite-sized ideas and deliver them over time to deepen impact. This will reach more people and give each idea its own time and space to resonate.
Think of digital communications like conversations, not lectures. Be the conversation partner that your supporter wants to come back to.
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Don’t let these ‘cognitive biases’ hurt your conversion rates 
Email preview text: what you need to know 
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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