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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.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
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.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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. 
Can you name your headline’s ‘value proposition’? 
Choose the right messenger 
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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