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The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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.
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 token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
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
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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 
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This little trick will increase your conversion rates 
3 design cues that prime supporters for action 
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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