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The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
If we want to get the most out of email, we need to make it personal. If every message we send sounds
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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. 
Picture this when writing your next headline... 
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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