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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
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.
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
If we want to get the most out of email, we need to make it personal. If every message we send sounds
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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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