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Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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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