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When’s the best time to send your email broadcast?

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

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

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

7 traits of a clear writing style

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

Excite yourself

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

Why people don’t complete online actions (and what to do about it)

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too

Find common ground

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

Beat the curse of knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

The TWO objectives you need to meet in every email

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

Say more (by saying less)

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

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

11 ways to give subject lines consequence (with examples)

Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

How to hook your reader

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

List Building & Retention

Are You Prioritizing the Right List Building Entry Points?

2
Minute read
Are You Prioritizing the Right List Building Entry Points?

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.

Define the terms of your relationship

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:

  • Signing a petition or other online action
  • RSVP’ing for an event or rally
  • Donating or buying merch

Passive entry points include:

  • Generic e-mail list signup form
  • Asset offers (recipes, literature, e-books, etc.)

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.

From: A beginner’s guide to list building

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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