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Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second thought to messages from those we don’t. Failing to be a recognized sender is a fast path to the trash folder. Two critical touchpoints will help your supporters remember who you are.
1. Send a ‘welcome’ email
If the first email your supporter receives after subscribing is an impersonal mass email broadcast, that’s a problem. They won’t be used to receiving emails from you and may not instantly remember signing up to your list. This can trigger unsubscribes and increase the chances of your broadcasts being flagged as spam. To reduce this risk, send a ‘welcome’ email immediately after your supporter first subscribes. This email can start to build rapport, confirm their subscription, and set expectations for what they’ll receive as a subscriber.
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Free eBook2. Quickly identify yourself in every email
The second touchpoint is in each and every broadcast you send: never fail to include your organization in the ‘from name’ field (in addition to any individual sender’s name). This gives you the freedom to introduce a new sender occasionally, while ensuring your supporter knows what organization they’re from. And always display your logo or newsletter name near the top of your email body, just to be safe!
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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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