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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.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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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