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Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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
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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