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Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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 
One email. ONE ASK. 
How ‘why’ is the most important question you need to answer 
What makes a good ‘hero image’? 
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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