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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.
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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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