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If we want to get the most out of email, we need to make it personal. If every message we send sounds
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.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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. 
6 things that stop people opening emails 
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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