5 Nonprofit Email Marketing Pitfalls To Avoid

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Email marketing is a timeless and important part of any nonprofit’s outreach efforts. In most cases, individuals have take the time to intentionally sign up for your messages because of a genuine interest in what you have to say.


Of late, however, email marketing campaigns have suffered. Nonprofits are seeing their read rates plummet and their content click rates fall even further.


This rapid falling out of favor can be attributed to many different factors. Here are 5 ways to reduce this decline in email interaction.

  1. Not catering to mobile email

    Over 50% of emails are opened on mobile devices. One of the biggest pitfall your nonprofit can make is not optimizing your emails for the mobile reader. More emails are read on morning public transportation commutes and on lunch breaks than at desktop computers.


    Follow this guide to optimizing your emails for web users!

  2. Sending without permission

    Email inboxes are getting smarter. Often times, when you send and email to someone who did not request it, that email is marked as spam; a mailbox that is often culled with just a few mouse clicks. Messages sent to individuals who did not opt in to your wmail list will have lower key metrics, and run you the risk of landing on a blacklist.


    Bottom line is, send your emails only to those addresses you have permission to send them to. It may be tempting, but it’s important to remember each one of those email addresses has a person on the other end of it.


  3. Buying an email list

    Often times, that email list you’re purchasing has been sold more than a few times. The individuals on that list have received emails from unwelcome email addresses before and are likely getting tired of it.


    Many salesman will tell you the people on that list have opted in. However, it is important to understand that it is likely they did not opt in to your specific emails, but most likely opted in to something completely different.


  4. Not using an email service provider

    Email service providers are well versed at sending marketing emails. They know how to send them efficiently, and effectively. A good ESP will also provide to you vital key metrics, providing what you need to know about your emails making your next emails even more clickable.


  5. Sending your emails from “donotreply@domain.org”

    This foreboding and unwelcoming email address can be off-putting for some. Instead try using a generic name, like pete.thompson@domain.org, or even the name of your president as the email address. Using a name makes the email feel more genuine and inviting, making the email instantly more enticing to click.


Avoid these 5 simple mistakes and you’ll be well on your way to your curtailing falling email engagement numbers.

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