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You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
In 2024, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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.
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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
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
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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 needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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.
Fast-track your digital strategy learning curve.
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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