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Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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.
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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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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