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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
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
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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 your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to your list are your list building entry points. Choosing the right entry points can either set you up for long term success or agonizing frustration.
The very first touchpoint that brings someone to your email list is defining. That moment is responsible for establishing the terms of the relationship they will have with you. Will the interaction position them as an action taker? Or a spectator? Consider how supporters can best help your organization achieve its mission, and then design list-building entry points to mirror that.
Active entry points include:
Passive entry points include:
Simply put, if your core list-building strategy relies on passive entry points, it’s going to be harder to mobilize your supporters into action. You’ll find plenty of digital agencies keen to push passive entry points because they’re easily applied in a commercial environment. However, we have something more valuable to work with. So play to your advantage—optimize online action pages such as petitions and advocacies to fuel your list building strategy. Prioritize your active entry points. These highly-sharable assets will build audiences faster than generic signup forms every time.
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