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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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model 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.
Keep learning.
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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Don’t say everything all at once 
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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