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What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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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