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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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
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
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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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11 tips that will help you write better subject lines 
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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