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The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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. 
Formatting for skim readers: essential tips 
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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