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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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 
3 common segmentation mistakes 
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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