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In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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.
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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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