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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
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 you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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 
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12 proven ways to personalize your broadcast 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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