Unsubscribe any time. We respect your data. View the privacy policy.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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.
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!
