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In 2024, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2024. They ask, “Can’t we just rely
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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 
Are you prioritizing the right list building entry points? 
Say thanks (and mean it) 
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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