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It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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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