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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.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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 needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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.
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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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