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A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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.
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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