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It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
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
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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How ‘why’ is the most important question you need to answer 
Don’t say everything all at once 
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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