Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
Why ‘busting myths’ often backfires 
Top 10 ways to turbocharge your digital comms 
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!
Like this tip? Share it!
