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Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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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How ‘why’ is the most important question you need to answer 
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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