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You botched an email broadcast. Now what!?

You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.

6 things that stop people opening emails

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

One email. ONE ASK.

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

What you need to know about ‘deliverability’

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

How ‘why’ is the most important question you need to answer

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

Why you need to stop talking about yourself

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.

Excite yourself

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

Here’s why you should be a rule breaker

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

14 long-term engagement strategies that work

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

Has social media dethroned email?

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely

Beat the curse of knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

Email tokenization: what is it?

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

Formatting for skim readers: essential tips

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

Why people don’t complete online actions (and what to do about it)

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too

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.

From: Say more (by saying less)

Karen Nilsen

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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