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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
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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. 
11 ways to give subject lines consequence (with examples) 
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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