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Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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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