Here are seven church email tips we’ve learned that have made our efforts more successful:
1. The “From” Field Matters
More people open our emails when we include our church name and the email address of a high-profile ministry staffer. For example, our pastor Steve Sonderman is nationally known in men’s ministry, so for monthly men’s emails, the from field is “Elmbrook Men’s Ministry” and the sending email address is his email.
2. So Does the Subject Line
Only the first 50 characters show on some email previews, so keep the subject line short. We had less favorable response to subject lines that include “… and more” or the holiday du jour (e.g. “A New Year’s Resolution”) probably because it didn’t promise unique content. And maybe this is just a Wisconsin thing, but when we include a discount or special offer in the subject line, we always get higher open rates. In our church that can look like this: “Be the first to receive a copy of the new Advent devotional” or “Welcome to Elmbrook! Our gift to you.”
3. Older Audiences Care More About Consistency Than Content
Younger audiences care more about content than consistency. We get the best open rates on emails to older adults when we keep the subject line very similar each month (e.g. “February Prayer Requests”) and send it on the same day. Our young adult audience, though, is more likely to open an email with a subject line that promises some new information of value (e.g., “3 Ways to Shore Up Your Faith”). If things are quiet one month in young adults ministry, we’ll skip that month rather than make something up just for the sake of staying on schedule.
4. People Like Photos of the Author
In a church our size, communication from high-profile pastors and other staff gets the best open rates and click-through engagement. When we include their photo it helps even more, especially if most of the photo appears below the fold so readers have to scroll down to see it.
5. Personalizing Emails Isn’t Worth the Extra Work
For a while we experimented with using the merge tags in Constant Contact to add “Hello [first name]” to the subject line or salutation, but I didn’t notice any increase in open rate. And because not everyone on our list has given us their first name, it can get a little tricky. (For the record I know Constant Contact is able to swap in a different salutation in those instances. It just wasn’t worth it for us to spend more time figuring it out.)
6. You Can’t Count Clicks on Email Addresses
Our “Top Serving Needs” emails often have links to more than 20 contact names’ emails as the calls-to-action. I was discouraged when I saw low click rates month after month. After submitting a support request to Constant Contact, I learned that clicks on email can’t be measured. (If anyone has found a way around this, I’d love to hear from you!)
7. Opt-ins Are Good to Gather in Places Where Your Audience Is Already
We added unique opt-in forms for each of our lists on their respective ministry pages and on their Facebook pages, and they get great traction. We also give visitors a chance to sign up for our two most popular emails (senior pastor updates and upcoming events) on the electronic forms found on iPads at our Fireplace newcomers’ reception and on a link on an opt-in text message series we have for newcomers.
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