Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your website can re-discover who that supporter is and continue to deliver a seamless, personalized experience. Your email broadcast system, website, and CRM will need the ability to ‘talk’ to each other to pull this off.
The tokenization process Tokenized links let you do all sorts of neat stuff
- Pre-fill any form fields using known contact details, enhancing data integrity and completion rates.
- Personalize landing pages (e.g. address your supporter by their first name).
- Match the content of an appeal to your supporter’s contribution level (e.g. if your supporter is a monthly donor you can personalize any fundraising asks to reflect their ongoing gift and offer them an upgrade form with tailored dollar handles; a non-donor hitting the same page might see a monthly pledge form and a different ask).
- Literally anything you know about your supporter can be used to enhance personalization on your website.
Was this tip useful?
14 long-term engagement strategies that work 
11 tips that will help you write better subject lines 
Show. Don’t tell. 
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!
