Get a free digital strategy tip of the week:

Name Email
privacy policy.

We respect your data. View the privacy policy.

Unsubscribe any time. We respect your data. View the privacy policy.

The TWO objectives you need to meet in every email

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

How NOT to use bold type...

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

Beat the curse of knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

Say more (by saying less)

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

A beginner’s guide to email analytics

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the

Excite yourself

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

6 things that stop people opening emails

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

Say thanks (and mean it)

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.

12 proven ways to personalize your broadcast emails

If we want to get the most out of email, we need to make it personal. If every message we send sounds

Top 10 ways to turbocharge your digital comms

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

A beginner’s guide to web page optimization

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

When to tell your ‘movement story’

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

What makes a good ‘hero image’?

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

Find common ground

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 ‘list health’ affects email open rates

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.

From: Say more (by saying less)

Karen Nilsen

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!