Why Aren’t Your Church Emails Getting Opened?
I recently talked to a church and they expressed how happy they were with their email open rates. When I asked them to open their analytics to dig deeper, we found people were opening the emails but they were not engaging with the content. They were not signing up for events, and when asked about the emails later many people in the congregation could not even remember what they had read.
This is a common issue for churches since many focus so much on getting their emails opened that they forget what happens after someone opens it.
Why Your Church Emails Are Being Ignored
Most church emails follow the same formula. A list of events with generic descriptions. Easter Egg Hunt on Saturday. Bible Study on Tuesday. Worship Night on Friday. Each one gets a sentence or two that does little more than state the time and location.
The problem is that the approach does not tell people why the event matters, and does not explain how it will impact their lives. And without this important information, people tune out.
This might be unpopular to say, but people do not come to church for information. They come for connection and community. They are waiting for transformation. If your emails only provide details they will be ignored.
How Storytelling Makes Church Emails More Engaging
Stories create emotional connections that make abstract ideas tangible. Storytelling has the power to turn events into experiences. And most importantly they make your emails memorable.
When you tell a story you are inviting people into an experience. You are showing them how your church can be a part of their lives.
Data show that emails with personalized content generate up to 6 times higher transaction rates compared to non-personalized campaigns. Segmented emails drive 30 percent more opens and 50 percent more clickthroughs than unsegmented ones. Storytelling marketing grew 46 percent in 2024 compared to previous years. These are industry-wide truths that apply to any organization trying to connect with people.
Types of Stories That Work in Church Emails
Not all stories are created equal. Some will resonate more with your congregation than others. Here are the types of stories that work best in church emails.
Personal Testimonies for Church Events
People connect with people, so sharing a story about how an event changed someone’s life lets people relate to the event. For example instead of saying Join our Trunk-or-Treat you could say Last year the Johnson family came to our Trunk-or-Treat for the first time. They had no idea what to expect but left feeling welcomed and connected. This year they are bringing their neighbors.
That story shows the impact of your church’s community.
Using Biblical Narratives in Church Emails
The Bible is full of stories. If you are promoting a Bible study, tie it to a relevant scriptural story. Instead of saying "Join our study on forgiveness,” you could say, “Remember the story of the prodigal son. His father’s forgiveness changed everything. In our new study we will explore how that same forgiveness can transform our lives today.”
This approach grounds your email in something familiar and meaningful.
Community Impact Stories for Engagement
People want to be part of something bigger. Share stories of how your church is making a difference. When we have an upcoming food drive, you could write, “Last month our food drive provided meals for 50 families in our community. This month we want to double that. Here is how you can help.”
This shows the real-world impact of your church’s work.
Painting the Experience of Church Events
Help people imagine what it will be like to attend. For example, instead of saying, “Join us for our Mother’s Day service,” you could paint the picture of a morning with mothers taking pictures at the photo booth with their family on their way to grab pastries before heading into service. That is what we are creating for Mother’s Day.
This invites people into the emotion of the event.
How to Find and Use Stories in Your Church Emails
You do not need to be a professional writer to tell great stories, you only need to keep your eyes open and use your congregant’s words. Stories are happening all around you in your church. Our congregations are filled with families finding community at an event, small groups growing closer through a study, and volunteers discovering their purpose. These are all stories worth telling.
Start by talking to your pastoral staff. They see the impact every day. Ask them for specific stories of life change. They can guide you to the right people
Then ask your congregants how they got connected. Inquire what their favorite church memory is. You will be amazed at the stories you hear.
Once you have a story, keep it simple. Focus on the who, the what, and the why. Who was involved? What happened? Why it mattered. That is all you need.
Storytelling Tips for Church Emails with Multiple Events
Many church emails promote multiple events which can make storytelling a challenge. You do not have a lot of space to tell a full story for each one, but you can still use storytelling principles.
Instead of listing events with generic descriptions, lead with one story that ties into the theme of your email. Then use that story to introduce the events.
For example if your email is about family connection you could start with a story about a family that found community at your church. Then you could say Events like these are what make our church a place for families. Here is what is coming up this month.
This approach creates a narrative flow and turns a list of events into a story of connection.
Key Takeaways for Writing Church Emails
Your church emails should do more than inform. They should connect. They should inspire. They should invite.
The next time you sit down to write an email ask yourself this. What story can I tell that will make this matter to the people reading it?
When you focus on storytelling you will do more than improve your open rates. You will build a deeper connection with your congregation. And that is what church is all about.