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There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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
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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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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