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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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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How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
When to tell your ‘movement story’ 
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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