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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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.
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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How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
Segmenting for ‘behavior’ vs ‘intention’ 
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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