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Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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
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
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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 
12 proven ways to personalize your broadcast emails 
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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