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This is what happens when you address your reader as a ‘group’

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 beginner’s guide to automated supporter journeys

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

Write your own communications guide

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

How to write statistics for impact

A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must

12 ways to maximize your list building strategy

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where

Segmenting for high and low engagement

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

A beginner’s guide to remarketing & custom audiences

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

These testing methodologies save you time, stress, and money

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test

3 design cues that prime supporters for action

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

When’s the best time to send your email broadcast?

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

What’s a “Crisitunity”?

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

Choose the right messenger

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

A beginner’s guide to SEO (search engine optimization)

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money

11 ways to give subject lines consequence (with examples)

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.

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.

From: Anatomy of an action email

Karen Nilsen

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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