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Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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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