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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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.
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
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.
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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