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The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
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
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
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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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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