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How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
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
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
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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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