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Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
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.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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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