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On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
If we want to get the most out of email, we need to make it personal. If every message we send sounds
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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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Excite yourself 
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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