Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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.
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
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.
Was this tip useful?
How ‘why’ is the most important question you need to answer 
Why we need to stop thinking about email as a ‘broadcast’ medium 
A beginner’s guide to web page optimization 
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!
