Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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 so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff 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
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
How ‘why’ is the most important question you need to answer 
12 proven ways to personalize your broadcast emails 
Buttons vs links: which converts more clicks? 
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!
Like this tip? Share it!
