Unsubscribe any time. We respect your data. View the privacy policy.
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
If we want to get the most out of email, we need to make it personal. If every message we send sounds
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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.
Was this tip useful?
Like this tip? Share it!
