Get a free digital strategy tip of the week:

Name Email
privacy policy.

We respect your data. View the privacy policy.

Unsubscribe any time. We respect your data. View the privacy policy.

Segmenting for high and low engagement

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

Segmenting for ‘behavior’ vs ‘intention’

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

GDPR & list building: the essential guide

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,

Why people don’t complete online actions (and what to do about it)

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too

12 proven ways to personalize your broadcast emails

If we want to get the most out of email, we need to make it personal. If every message we send sounds

5 ways to nail your ‘thank you’ emails

The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a

Should you send emails from your ‘organization’ or an actual person?

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

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

6 things that stop people opening emails

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

11 ways to give subject lines consequence (with examples)

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.

A beginner’s guide to digital profiling

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

Beat the curse of knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

A beginner’s guide to segmentation

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

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.

From: Say more (by saying less)

Karen Nilsen

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!

Like this tip? Share it!