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Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
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.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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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