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Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
I know what you’re thinking. “Subject lines”. And you’d be right.
Subject lines are hailed as the ‘be all and end all’ of email open rates—understandably. But they don’t act alone. To maximize the potential of a great subject line, let’s first eliminate any other factors that might be negatively influencing your open rates.
1. An Unknown Sender
It turns out who an email comes from is one of the most influential factors that determines which messages get opened. Being an unknown sender is a quick way to get ignored—or worse—flagged as spam. Fortunately, by following these two simple rules, you can help your supporters identify you quickly and avoid this trap.
2. Delivery Time
If your audience spans the globe, then this can be a tricky factor to master. But if your supporters tend to be concentrated in or near the same time zone, then you may be able to boost your open rates by strategically timing the delivery of your broadcasts. Here’s how to identify the best time to send.
3. Preview Text
If the sender’s name and subject line leaves your supporter on the fence about opening your email, then smart preview text can often tip them over to your side. A lot of communicators leave preview text to chance—which doesn’t always work well. But with this neat little coding trick up your sleeve, you can take back control and boost your chances of being seen.
Fast-track your digital strategy learning curve.
Free eBook4. List Health
Yes, lists have ‘health’. The health of your email list acts like an undercurrent to your broadcast communications. It’s the measure of long-term engagement (or fatigue). In other words, how keen are your supporters to hear from you? Poor list health is a pit that’s hard to climb out of. From the depths of this pit, you’ll struggle to get supporters to open your emails, even when your subject lines are great. When it comes to list health, the best cure is prevention. Know the warning signs and how to keep your list healthy.
5. Deliverability
Deliverability is the measure of how many of the emails you send actually find their way into an inbox. A poor deliverability rating will prevent you from reaching valued supporters by diverting your messages to spam folders—or blocking delivery of messages entirely. Spam filters are sensitive to very specific types of message content. Avoid accidentally tripping them by following these simple guidelines.
6. Subject Lines
You knew it! Okay—once you’ve addressed all the things that can go wrong, it’s time to start making things go right. There’s a real science—and an art—to writing click-worthy subject lines. Need a refresher? Here are 11 tips that will help you write better subject lines.
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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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