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What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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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