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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
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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.
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
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
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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12 ways to maximize your list building strategy 
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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