Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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.
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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
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
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
A beginner’s guide to segmentation 
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!
Like this tip? Share it!
