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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?
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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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