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Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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. 
How ‘why’ is the most important question you need to answer 
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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