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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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 
Are you prioritizing the right list building entry points? 
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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