Unsubscribe any time. We respect your data. View the privacy policy.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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!
