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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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.
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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