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Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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 how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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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