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You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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. 
Avoid being an unknown sender 
Why we need to stop thinking about email as a ‘broadcast’ medium 
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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