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When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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. 
Why we need to stop thinking about email as a ‘broadcast’ medium 
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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