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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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 
How ‘why’ is the most important question you need to answer 
Are you prioritizing the right list building entry points? 
Show. Don’t tell. 
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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