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Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

A beginner’s guide to SEO (search engine optimization)

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money

You botched an email broadcast. Now what!?

You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.

How much data do you really need to make segmentation work?

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

Emotion vs facts: what’s more persuasive?

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?

A beginner’s guide to automated supporter journeys

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

3 design cues that prime supporters for action

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

How ‘why’ is the most important question you need to answer

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

A beginner’s guide to web page optimization

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

Formatting for skim readers: essential tips

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

What’s a “Crisitunity”?

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

Here’s why you should be a rule breaker

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

Why we need to stop thinking about email as a ‘broadcast’ medium

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

When to send an email ‘chaser’

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.

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.

From: Anatomy of an action email

Karen Nilsen

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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