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Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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.
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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
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
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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. 
Finding common ground: meat reduction messaging 
3 common segmentation mistakes 
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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