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It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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 
Anatomy of an action email 
Engage your reader’s emotional brain 
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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