What Should Be in a Church Email? A Practical Checklist

I have received hundreds of church emails over the years and most of them follow the same formula. They list events with generic descriptions and maybe a graphic or two. The problem is these emails do not give people a reason to care. When people can find the same information on your website or social media they start to ignore your emails.

People do not come to church for information. They come for connection and community. Our emails should reflect that.

The first step in writing better church emails is to shift your mindset. Stop thinking of your emails as announcement boards, and start thinking of them as resources. A resource provides something of value,giving people something they cannot get anywhere else. It makes them want to open, read, and engage with it.

What to Include in Every Church Email

Here is what every church email should include to make it valuable and engaging.

A Clear Purpose

Every church email should have one primary focus. The focus could be an announcement, resource, or even a devotional. But you must pick one and build the email around it. When you try to do too much in one email nothing stands out so people end up focusing on nothing.

A Personal Touch

People connect with people not with organizations. Use names when you can. Use your branded voice. Share stories from your congregation. A generic greeting like Dear Church Member does not create connection. But a note that starts with Hi Sarah we noticed you have not been to service in a while and we wanted to check in does.

Exclusive Value

Exclusive value means giving people something they cannot get anywhere else. Examples could be a deeper dive into the sermon, parenting tips, or ministry specific resources. When you provide exclusive content you give people a reason to open your emails and read them.

Strategic Announcements

Events still have a place in your church emails but they should fit into the context of the email not the other way around. For example if your email is about family connection, do not just list all the upcoming family events. Instead share a story about how a family found community at your church. Then mention the events as a way to get involved.

Pictures Instead of Graphics

Pictures tell stories in a way that graphics cannot. A photo of a family laughing at your last Trunk or Treat event shows the joy and community of your church. A graphic with the date and time for that same event does not. When you use real photos of your congregation, your events, and your pastoral team, you make your church feel real and relatable. If you are promoting an event use a picture from last year with a caption that invites people to join this year.

Videos to Connect

Videos are another great way to connect with your congregation. They allow people to see and hear from your leaders and experience your church before they even visit. Some ideas are Including a short message from your pastor, giving  a tour of your church, and sharing a testimonial. These build trust and show the real world impact of your church.

Intentional Call to Actions

Every church email should have a call to action but it should be intentional. People open emails in busy moments so when you include too many calls to actions it becomes overwhelming. Limit your call to actions to one or two max and make sure they are the most important ones.

An Unsubscribe Option

Always include an unsubscribe option in your church emails. This builds trust and is also the law. When people know they can unsubscribe at any time they are more likely to engage with your emails.

What to Leave Out of Church Emails

Not everything belongs in a church email. Leave out too many events. Leave out vague language. Leave out corporate jargon. Leave out too many graphics.

How to Test and Improve Your Church Emails

Here are a few simple ways to improve your church emails.

Pay attention to how many people open your emails. If the number is low it might be time to rethink your approach.

Ask for feedback from your congregation. They will tell us what they want to see more of.

Experiment with different subject lines to see what resonates with your congregation.

Again, prioritize visuals: Use pictures and videos to your emails engaging.

Examples of Effective Church Emails

Here are a few examples of effective church emails. A newsletter with a devotional and one or two event mentions. The devotional is the focus and the events are secondary. A pre visit email with a video tour of the church. The video is the focus and the call to action is to plan your visit. A follow up email after an event with a testimonial video. The video is the focus and the resource link is secondary.

Key Takeaways for Church Emails That Connect

Your church emails should connect with and inspire your audience. The next time you sit down to write a church email ask yourself this. What can I include that will make this email valuable to my congregation?