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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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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How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
One email. ONE ASK. 
11 ways to give subject lines consequence (with examples) 
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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