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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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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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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