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SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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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