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Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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. 
Choose the right messenger 
How (and when) to build a geo-fence 
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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