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These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
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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