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It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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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