Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
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.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
Segmenting for high and low engagement 
11 tips that will help you write better subject lines 
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!
Like this tip? Share it!
