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Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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.
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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