Get a free digital strategy tip of the week:

Name Email
privacy policy.

We respect your data. View the privacy policy.

Unsubscribe any time. We respect your data. View the privacy policy.

Are you prioritizing the right list building entry points?

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

7 traits of a clear writing style

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

A beginner’s guide to remarketing & custom audiences

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

What makes a good ‘hero image’?

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

Do you know why you’re building an email list?

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

6 things that stop people opening emails

I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

How much data do you really need to make segmentation work?

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

How NOT to write a thank-you email...

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

How (and when) to build a geo-fence

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

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

How to write statistics for impact

A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must

A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

Why we need to stop thinking about email as a ‘broadcast’ medium

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

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.

From: Anatomy of an action email

Karen Nilsen

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!