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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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.
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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 
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Beat the curse of knowledge 
A beginner’s guide to email analytics 
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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