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Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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. 
This little trick will increase your conversion rates 
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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