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Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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.
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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