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Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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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