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One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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. 
Show. Don’t tell. 
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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