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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
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.
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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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