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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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. 
You botched an email broadcast. Now what!? 
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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