Church email errors abound as weekly emails are sent out by many churches. Why are weekly emails useful? After keeping your website up to date with upcoming events and opportunities, you need a regular communication tool that will remind people of what’s available for them on your website.
Therefore, church e-mails are an important tool for church communication. You allow your church to intervene in your member’s life. But beware: make sure you create a list in an email management system (like Mailchimp or Constant Contact) while respecting the time of everyone on your list. If you have regular email failures at church, you will quickly lose subscribers. It’s very difficult to get them back.
Here are five Church email mistakes to avoid:
Error 1: Send to all. Consider sending various emails to email groups (that you have set up). This segmentation (based on demographics) has been shown to increase open rates. Why? Because you can address the message directly to them. And often your emails get shorter, which is very good.
Error 2: Use the same subject lines. Spend time creating a different, short and beneficial-sounding subject line that ties in with the email’s information. If possible, use their name in the subject line. (Many email campaign systems allow a wildcard to be exchanged for a name when sending).
Error 3: Tell them all the details. Do whatever is necessary to raise awareness of important events and link the details on your church website. You don’t include all the details in your email. If your website is set up correctly, they will later discover other church eventsYou run them online. Too many details will make your emails too long. Only give them promotional information that will get them interested enough to click on a website link. The shorter your email is, the more people will read it.
Error 4: With many paragraphs. Focus on subheadings, words in bold, bullet points, and links. These eye interrupters make your emails scannable. Always respect your audience’s time. A great email (that avoids all those church email mistakes) is under 150 words, avoids long paragraphs (which often go unread), and is scannable (so someone doesn’t read the entire email got to).
Error 5: Using hidden calls to action. Lead your reader to the “What Now” referred to as the “Call to Action.” The best emails have the fewest calls-to-action. Most read emails have a point and a call to action. What if your church wants a lot of email information? Beware of spilling too many calls to action in the content. Instead, consider subheadings in your email to create sections (if necessary). Something like, “Mom? These events will connect you with other moms.” Then you have a list of event links like “Moms Night Out” with a date and maybe time. The title should be a link that leads to your website for more details. Finally, below you have a call to action such as: B. “Check out more church events here.”
EDITOR’S NOTE – Mark MacDonald is a communications pastor, public speaker, consultant, bestselling author, church branding strategist for BeKnownforSomething.com, and executive director of the Center for Church Communications, which empowers more than 10,000 churches to be known for something relevant (a thread of communication) throughout their ministries, websites and social media. His book, Be Known for Something, is available at BeKnownBook.com.