Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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.
Was this tip useful?
How ‘why’ is the most important question you need to answer 
14 long-term engagement strategies that work 
Formatting for skim readers: essential tips 
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!
Like this tip? Share it!
