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Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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. 
6 things that stop people opening emails 
Articulate your ‘Theory of Change’ 
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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