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A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

What’s a “Crisitunity”?

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

How to write CTAs like a boss

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

Don’t be a hero (make your supporter the hero!)

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

3 design cues that prime supporters for action

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

A beginner’s guide to remarketing & custom audiences

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

Emotion vs facts: what’s more persuasive?

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?

How ‘list health’ affects email open rates

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out

How (and when) to build a geo-fence

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

Excite yourself

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

The TWO objectives you need to meet in every email

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

How ‘why’ is the most important question you need to answer

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

Why we need to stop thinking about email as a ‘broadcast’ medium

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

Write your own communications guide

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

List Building & Retention

Are You Prioritizing the Right List Building Entry Points?

2
Minute read
Are You Prioritizing the Right List Building Entry Points?

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.

From: A beginner’s guide to list building

Karen Nilsen

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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