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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
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.
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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. 
Testing for email frequency tolerance 
Say thanks (and mean it) 
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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