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How ‘list health’ affects email open rates

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out

Never stop learning

These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help

How to combat supporter fatigue

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize

Email preview text: what you need to know

Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t

Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

When’s the best time to send your email broadcast?

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

Articulate your ‘Theory of Change’

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

A beginner’s guide to web page optimization

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

Say thanks (and mean it)

Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.

A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

How NOT to use bold type...

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

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

A beginner’s guide to email analytics

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the

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.

From: Say more (by saying less)

Karen Nilsen

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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