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Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
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 
Emotion vs facts: what’s more persuasive? 
Articulate your ‘Theory of Change’ 
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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