Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
If we want to get the most out of email, we need to make it personal. If every message we send sounds
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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. 
What you need to know about ‘deliverability’ 
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!
