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Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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.
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!) 
When to send an email ‘chaser’ 
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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