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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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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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