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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
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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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.
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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