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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
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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. 
Has social media dethroned email? 
A beginner’s guide to web page optimization 
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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