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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.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
If we want to get the most out of email, we need to make it personal. If every message we send sounds
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
How ‘why’ is the most important question you need to answer 
Engage your reader’s emotional brain 
Can you name your headline’s ‘value proposition’? 
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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