Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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.
Was this tip useful?
One email. ONE ASK. 
How (and when) to build a geo-fence 
When to send an email ‘chaser’ 
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!
Like this tip? Share it!
