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Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

9 creative ways to mix up tired email formats

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally

Picture this when writing your next headline...

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

Beat the curse of knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

How to combat supporter fatigue

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize

This is what happens when you address your reader as a ‘group’

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

12 ways to maximize your list building strategy

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where

What’s the ideal email frequency?

What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would

A beginner’s guide to segmentation

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

Why you need to stop talking about yourself

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.

A beginner’s guide to web page optimization

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

3 design cues that prime supporters for action

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

Say thanks (and mean it)

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.

Pro Tips

Email Tokenization: What Is It?

2
Minute read
Email Tokenization: What Is It?

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.

Email tokenization processThe 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.
Karen Nilsen

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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