Unsubscribe any time. We respect your data. View the privacy policy.
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
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
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
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.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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!
