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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.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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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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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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