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If we want to get the most out of email, we need to make it personal. If every message we send sounds
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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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