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Here’s why you should be a rule breaker

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

The TWO objectives you need to meet in every email

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

Why ‘busting myths’ often backfires

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally

A beginner’s guide to SEO (search engine optimization)

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money

When to send an email ‘chaser’

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.

11 ways to give subject lines consequence (with examples)

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.

Should you send emails from your ‘organization’ or an actual person?

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

A beginner’s guide to automated supporter journeys

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

What makes a good ‘hero image’?

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

How NOT to use bold type...

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for

Segmenting for high and low engagement

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

How much data do you really need to make segmentation work?

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

Never assume anyone knows what you’re talking about

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

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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