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What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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 
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A beginner’s guide to SEO (search engine optimization) 
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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