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I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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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
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.
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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