Be the Newsletter that Gets Opened
Be honest.
How many email newsletters do you subscribe to? If you’re anything like me, it’s waaaay too many. Every day, I dutifully look at my morning inbox and proceed to “delete.”
Sometimes, it feels cruel. Sometimes, I experience FOMO.* Often, I feel just fine. In fact, I'm relieved.
But there are a few newsletters that I read religiously (see how I worked in a spiritual reference?).
What makes the difference between my wanting to “open” or “delete”?
In his funny article Please Don’t Start Another Email Newsletter, the man with the awesome name, Dante St James, says the number one reason that people read your newsletter is…
The content is highly relevant to the reader.
That is not a big surprise but it’s important to remember. St James goes on to say that people keep reading because the newsletter:
Focuses on delivering one thing to their readers every time (emphasis added).
Doesn’t try to appeal to everyone.
Doesn’t require you to click links to get to the good stuff.
Gets to the point quickly.
How does your newsletter match up? Most church newsletters (like church announcements) tend to go on and on. The problem? Everything becomes the most important thing – and then sadly the most important news gets lost in the fray.
Newsletters that have a consistent look and format also score big points. For example, Church at the Park’s newsletter is very readable, even though it’s long (ten articles every week!). With this newsletter, you can count on the same look, the same topical articles – in the same order from the previous week, plus excellent content.
Your subject line is also crucial to get your email opened. As the marketing company Walker Sands suggests, keep it brief (50 characters or less), pique the reader’s interest (make it interesting and unique), offer value (how will this improve their lives?), and build trust (make sure you deliver on your promise in the subject line).
Your newsletter – either electronic or in print – is an excellent way for you to get your message out to your people. It, like your website, can also be a doorway to further engagement with your congregation and visitors.
So, step back and review and revise your newsletter as needed.
Be the newsletter that gets opened because your people (and others) don’t want to be left out of the loop.
*FOMO: Fear of Missing Out.
Photo credit: Tumisu @ Pixabay.com
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Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship – helping with capital campaigns and encouraging more generosity. For 25 years, while working as a volunteer and part-time consultant, she has helped raise over three million dollars for numerous churches and non-profit organizations.
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered! Want to be up on the latest acronyms the kids are using these days? Cesie thinks you might need to avert your eyes on some of them. The “F” word seems to be quite popular.
Schedule a meeting now.
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