Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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
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.
Was this tip useful?
How ‘why’ is the most important question you need to answer 
14 long-term engagement strategies that work 
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!
Like this tip? Share it!
