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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
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 
Picture this when writing your next headline... 
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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