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Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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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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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