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Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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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