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There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
If we want to get the most out of email, we need to make it personal. If every message we send sounds
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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 
Give your headline ‘consequence’ 
What’s the ideal email frequency? 
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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