Posted by Jay Wilkinson

Despite your pledge to following best practices, you might still commit minor crimes on occasion in your NPO’s email marketing. Well, take heart: You are not alone. Here’s a list of the three most frequent mistakes observed in email marketing for nonprofits that you want to make sure to avoid.

Sloppy copy.
Each and every message should be closely checked for spelling errors, incorrect grammar or such sins as the notorious use of ‘their’ when you meant ‘they’re.’

Obscure “from” labels.
Choose the name in your “from” line with great care, and once you use it, stick with it. Remember: Subscribers who don’t recognize a name in their inbox might delete your message without reading it–or, worse yet, mark it as spam.

Competing links.
You’ll muddy your results if you link to more than one location. Unless it’s a newsletter, most e-mails should be focused on a single subject with a single call to action. If it’s a donation, link to the appropriate donation page. If it’s an invitation, link to the registration page.