Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
Top 10 ways to turbocharge your digital comms 
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!
Like this tip? Share it!
