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When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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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