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Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video...
When your email has a destination, be protective of the pathway that leads people there
The instant someone clicks on a link in your email, they’re not coming back. Consider your email narrative finished. In other words, you get one chance to lead someone to a web page with your email. Make it count.
The truth is, the more options we offer—the more links we include—the more asks we make—the less likely it is that our supporters will do the one thing we most need them to do. The best action emails have a crystal clear, singular goal. Be conscious that every link that points somewhere other than your ultimate destination will dilute your conversion rate.
Think of your email like a hiking map. Every link in your email is a crossroads with a signpost that points to a destination of interest. If you don’t want supporters wandering off into the wilderness, then don’t lead them astray.
If you want to maximize engagement and neutralize choice paralysis, then limit your asks to a single call to action per email. It’s fine to repeat your CTA, but try your best to make all links point to a single destination.
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How ‘why’ is the most important question you need to answer 
Please, abandon your action lists 
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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