Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think about email broadcasts this way.
Broadcast communication is, by default, impersonal. Because of this, on an individual level it’s just not very effective.
The trick to taking full advantage of this broadcast medium is to stop thinking about it as a broadcast medium
We’re hardwired for connection. That’s why email is so freaking amazing. Here’s an advocacy tool that allows us to harness the power of interpersonal connection and multiply it by the hundreds, thousands, or even millions.
Your job is not to send one email to 500 people. Your job is to send one email to one person. You just happen to be repeating that 500 times.
So instead of a radio tower, or standing at a podium in front of a large crowd of people, picture this—you’re at a table. Your supporter is sitting across the table from you. Now, start writing.
It takes conscious effort to build connection and nurture digital relationships. Email remains the most trusted medium to build personal connection at scale. Ready to connect? Here are 12 proven ways to personalize your email broadcasts.
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How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
Engage your reader’s emotional brain 
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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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