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A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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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