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Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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.
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
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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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Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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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