Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
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’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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.
Was this tip useful?
How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
Say thanks (and mean it) 
11 tips that will help you write better subject lines 
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!
Like this tip? Share it!
