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Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
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
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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