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It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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.
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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!
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