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Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
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 
One email. ONE ASK. 
Email preview text: what you need to know 
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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