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There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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. 
Find common ground 
3 design cues that prime supporters for action 
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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