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If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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
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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