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There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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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