Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
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 be a hero (make your supporter the hero!) 
What’s the ideal email frequency? 
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!
