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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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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
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.
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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 
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How NOT to write a thank-you email... 
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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