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Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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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