Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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.
Was this tip useful?
How ‘why’ is the most important question you need to answer 
Should you send emails from your ‘organization’ or an actual person? 
Don’t say everything all at once 
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!
Like this tip? Share it!
