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SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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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