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Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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 seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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. 
Has social media dethroned email? 
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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