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One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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
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.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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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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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