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6 ways to make page titles click-worthy (not click-baity)

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you

A beginner’s guide to digital pipelines

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters

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

This is what happens when you address your reader as a ‘group’

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like

How (and when) to build a geo-fence

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re

Anatomy of an action email

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

12 proven ways to personalize your broadcast emails

If we want to get the most out of email, we need to make it personal. If every message we send sounds

Do you know why you’re building an email list?

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

9 creative ways to mix up tired email formats

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally

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

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

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

Why you need to stop talking about yourself

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.

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

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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