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Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
In 2026, 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 2026. They ask, “Can’t we just rely
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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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