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Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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
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
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.
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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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