Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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?
How ‘why’ is the most important question you need to answer 
6 things that stop people opening emails 
How much data do you really need to make segmentation work? 
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!
