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Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
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 
Why you need to stop talking about yourself 
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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