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There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
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 
Show. Don’t tell. 
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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