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Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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. 
Buttons vs links: which converts more clicks? 
What’s the perfect subject line length? 
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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