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There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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 curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
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.
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Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
A beginner’s guide to digital pipelines 
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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