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Bloopers, Blunders and Boo-Boos |
Everybody's done it at least once or twice. We've worked really hard on a newsletter, action alert, or fundraising appeal and launched it. Then after we sent it, we noticed an error or typo and it was too late to stop the mailing. Or maybe we launched a message meant for just one state or region to the entire list.
When I worked at a nonprofit, we did all of those once and some twice. Once we accidentally sent a message meant for one city to the entire country. Another time we had a typo in the subject line - which was worse than if it had been in the body, since even people who didn't open the message had a chance to see our mistake.
But the biggest mistake I personally ever made, by a long shot, was coding "Dear Sally" instead of "Dear *first name*" into the greeting of an email message. This message was set to go to our entire list - several hundred thousand folks. Our members didn't know what was going on - if we had scrambled their data or what. Also, it was painfully obvious whose mistake it was since my first name was in the message! I can see the humor in it now, but at the time it was mortifying.
Amusing as this trip down memory lane is, let's talk about practical matters. How can nonprofits avoid making e-mail mistakes?
All of my errors had a common theme: too few people in the mix working on an urgent deadline in a medium that is designed for instant publication. Errors stand out to members, and it's a good idea to put some formal guardrails on the process.
One of our partner agencies, Adams Hussey & Associates, uses a Quality Control (QC) checklist for their messages. Here are some helpful tips:
- Formalize and standardize a QC checklist that is filled out for each unique email and web page
- Fill out the QC check list each and every time - even for cloned messages.
- Have an outside person (someone other than the person responsible for set-up) complete the final QC check list. The new pair of eyes will always see things in a fresh light.
- Test emails in the various email clients. But remember when you make a code change to fix an issue in one email client, you must go back and check to see that this didn't change the way it appears in all the others.
- It is critical to check the personalized data with as many different email addresses and unique records as possible. For those with a direct mail background, this is the equivalent of checking data set-ups.
Emergencies happen - sometimes you need to get an email out ASAP and you won't necessarily have the time to go through a full checklist, especially at a nonprofit when your issues can be in the news on any given day. It's a good idea to at least get 2 colleagues to quickly proof the email anyway, as long as they can turn it around quickly.
Anyone have a favorite blooper story? Share it in the comments! I can't have been the only one to ever make a blunder like this. (I hope.)
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