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Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2025. They ask, “Can’t we just rely
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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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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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