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The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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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Excite yourself 
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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