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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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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. 
The TWO objectives you need to meet in every email 
Why you need to stop talking about yourself 
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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