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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
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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. 
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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