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Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
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