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Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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
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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