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Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
Can you name your headline’s ‘value proposition’? 
GDPR & list building: the essential guide 
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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