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Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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.
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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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