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What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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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