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In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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. 
Can you name your headline’s ‘value proposition’? 
Picture this when writing your next headline... 
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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