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If we want to get the most out of email, we need to make it personal. If every message we send sounds
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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 
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When to send an email ‘chaser’ 
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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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