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A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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 are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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 
One email. ONE ASK. 
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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