Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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 
One email. ONE ASK. 
5 ways to nail your ‘thank you’ emails 
When’s the best time to send your email broadcast? 
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!
