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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
How ‘why’ is the most important question you need to answer 
This little trick will increase your conversion rates 
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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