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It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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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