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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
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
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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
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.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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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