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Why we need to stop thinking about email as a ‘broadcast’ medium

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

Segmenting for ‘behavior’ vs ‘intention’

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

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

A beginner’s guide to remarketing & custom audiences

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

Can you name your headline’s ‘value proposition’?

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

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

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

How and when to ‘hide’ content

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

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

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

Say thanks (and mean it)

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.

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

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.

Top 10 ways to turbocharge your digital comms

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

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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