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So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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.
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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. 
Please, abandon your action lists 
Can you name your headline’s ‘value proposition’? 
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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