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Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
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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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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