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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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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