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It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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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