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How NOT to use bold type...

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for

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

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

3 common segmentation mistakes

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to

A beginner’s guide to digital profiling

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

Dominate Social Media

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

Say more (by saying less)

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

When’s the best time to send your email broadcast?

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

Anatomy of an action email

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

A beginner’s guide to automated supporter journeys

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

Never stop learning

These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help

Segmenting for high and low engagement

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

You botched an email broadcast. Now what!?

You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.

GDPR & list building: the essential guide

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,

A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

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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