Get a free digital strategy tip of the week:

Name Email
privacy policy.

We respect your data. View the privacy policy.

Unsubscribe any time. We respect your data. View the privacy policy.

Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

Picture this when writing your next headline...

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

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

9 creative ways to mix up tired email formats

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally

Find common ground

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

How ‘why’ is the most important question you need to answer

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

Email tokenization: what is it?

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

14 long-term engagement strategies that work

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

3 common segmentation mistakes

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to

How to write CTAs like a boss

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

5 ways to nail your ‘thank you’ emails

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

Don’t say everything all at once

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.

When to send an email ‘chaser’

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.

Segmenting for ‘behavior’ vs ‘intention’

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

List Building & Retention

Are You Prioritizing the Right List Building Entry Points?

2
Minute read
Are You Prioritizing the Right List Building Entry Points?

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.

From: A beginner’s guide to list building

Karen Nilsen

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!