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How and when to ‘hide’ content

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

Avoid being an unknown sender

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second

How NOT to write a thank-you email...

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

Are you prioritizing the right list building entry points?

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

5 ways to nail your ‘thank you’ emails

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

Picture this when writing your next headline...

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

What’s a “Crisitunity”?

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

Articulate your ‘Theory of Change’

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.

Formatting for skim readers: essential tips

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

Choose the right messenger

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

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

How to hook your reader

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

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

When to send an email ‘chaser’

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.

A beginner’s guide to segmentation

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

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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