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Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
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Emotion vs facts: what’s more persuasive? 
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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