Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
How ‘why’ is the most important question you need to answer 
When’s the best time to send your email broadcast? 
A beginner’s guide to digital pipelines 
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!
Like this tip? Share it!
