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So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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.
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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.
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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!) 
This little trick will increase your conversion rates 
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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