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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 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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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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