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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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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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