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Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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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
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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. 
Segmenting for ‘behavior’ vs ‘intention’ 
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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