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A beginner’s guide to digital profiling

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

When to tell your ‘movement story’

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

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

One email. ONE ASK.

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

How NOT to use bold type...

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

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

Do you know why you’re building an email list?

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

Articulate your ‘Theory of Change’

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.

Say more (by saying less)

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

Are you prioritizing the right list building entry points?

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

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

How NOT to write a thank-you email...

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

GDPR & list building: the essential guide

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,

Don’t let these ‘cognitive biases’ hurt your conversion rates

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.

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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