Unsubscribe any time. We respect your data. View the privacy policy.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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
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
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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.
Was this tip useful?
Like this tip? Share it!
