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Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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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How ‘why’ is the most important question you need to answer 
Excite yourself 
How to hook your reader 
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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