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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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
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 
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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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