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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
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
If we want to get the most out of email, we need to make it personal. If every message we send sounds
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
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. 
This is what happens when you address your reader as a ‘group’ 
Emotion vs facts: what’s more persuasive? 
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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