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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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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 
Are you prioritizing the right list building entry points? 
Excite yourself 
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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