Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
How ‘why’ is the most important question you need to answer 
Emotion vs facts: what’s more persuasive? 
6 things that stop people opening emails 
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!
Like this tip? Share it!
