How to Write Church Emails People Actually Want to Read

I was scrolling through my email inbox the other day and noticed all the unread emails were from people trying to sell me something. Even though some of them had my name and were addressed to me they were not about me. They were all about them and what I could buy from them.

But there was one newsletter I read every week. I look forward to this resource newsletter every week. It gives me insights and tips I could not find anywhere else. And I thought to myself what if that was our church email. What if people actually looked forward to our church emails because they knew it would be inspiring. What if it gave them information they needed. What if it gave them another look at the sermon in their own language and in their own context.

That is the opportunity in front of us. Most church emails are just announcement boards. They list events with generic descriptions. They do not give people a reason to care. They do not give people a reason to open them week after week, let alone look forward to it.

Why Your Church Emails Are Being Ignored

If your church emails are just a list of events your congregation is not going to see the value in them. They are going to see them as another form of an announcement board. And if they can get the same information on your website on social media and in person they are not going to pay attention to any of it.

When you blur the purpose of each platform people end up ignoring all of them. They do not know which one to focus on so they focus on none. That is why it is so important to create individualization of what each platform is best for.

Your church emails should not just be a repeat of what is already out there. They should be a place for exclusive content.

How to Turn Church Emails into Valuable Resources

The first step is to start thinking of them as resources. They should provide something your congregation cannot get anywhere else.

This could be curated articles or tips, deeper sermon insights, or ministry-specific resources. The key is that it is exclusive to your emails. That is what will make people want to open them and read them.

When you provide exclusive content you are giving people a reason to look forward to and engage with your emails. 

Practical Ways to Improve Your Church Emails

You do not have to overhaul your entire email strategy overnight. Small shifts could be as simple as replacing some of your event announcements with resources, add a weekly insight or devotional thought, or create ministry-specific newsletters that people can opt into.

For example you could have a parenting newsletter that includes tips and resources for parents. You could have a women’s ministry newsletter that includes devotional content and event invites. The purpose is that the content is valuable and exclusive.

How to Balance Announcements with Resources in Church Emails

Events still have a place in your church emails, but they should fit into the context of the newsletter’s theme, not the other way around. The email should be about the resource or the insight. The event should be a natural part of that.

I recently reviewed an email from a church in a cohort I was teaching. What stood out was that the email opened with the lead pastor reflecting on his recent high school reunion. He talked about how time flies and how it tied into their upcoming Grad Sunday. It was only a paragraph or two. It made the email feel natural and fluid and felt like it belonged. It didn’t even need to be noted that we are about to have a devotional moment.

That is the power of balancing announcements with resources. The event fits into the context of the email.

How Storytelling Fits into Church Email Strategy

Storytelling is one way to make your church emails more engaging. But this takes it a step further. This allows you to transform your emails into valuable resources, and give people a reason to open them and read them week after week.

When you combine storytelling with exclusive content you create emails that people actually want to read. You create emails that connect with your congregation. And you create emails that make a difference.

Key Takeaways for Writing Church Emails That Connect

Your church emails should do more than inform. They should inspire. They should provide value. And they should give people a reason to engage.

The next time you sit down to write a church email ask yourself this. What can I provide that my congregation cannot get anywhere else?

When you focus on providing exclusive content you will improve your open rates and build a deeper connection with your congregation.