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SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
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
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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. 
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Should you send emails from your ‘organization’ or an actual person? 
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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