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Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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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