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Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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.
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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
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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Do you know why you’re building an email list? 
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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