Emails are a great way to reach your congregation, but do you stop people from deleting your emails? Or better yet, how do we get them to read the email?
Mark MacDonald · August 8, 2017
Most churches have switched from printed newsletters to a weekly informational email. But if you’ve looked at your email open rates, you may be wondering if it’s worth the effort (open rates are less than 25 percent for most religious organization emails; yikes!).
But before you decide to go back to printed promotional materials, remember that very few are reading them either!
Emails are a great way to reach your congregation throughout the week.
One caveat: the younger the audience the more you have to be concerned about email delivery. However, most people older than 30 maintain an email account and will open yours.
But how do you stop people from deleting your emails? Or better yet, how do we get them to read the email?
Here are 3 ways to help:
1. Work on the subject line.
Try to send the email from a personal account that everyone will recognize.
From a Pastor is perfect (but remember that they don’t usually like receiving the replies; so set up a separate email account that an assistant monitors).
After the “from” designation the most important reason for someone opening an email is the subject line. Don’t make it too short or spam filters may think it’s spammy. Concentrate on writing an urgent sounding subject that feels natural and direct.
Play with various styles and check your analytics to see what works for your congregation. Think what they might need, and deliver a teaser of the solution. Your subject line should take you as much time as writing the entire email — it’s that important!