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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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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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