10 Things to Make Your Church Email More Effective | Bart Blair

[Music] [Music] the more personalized you make that the more personalized you make that the more personalized you make that email the better the experience for the email the better the experience for the email the better the experience for the user and the higher the retention rate user and the higher the retention rate user and the higher the retention rate meaning the lower the unsubscribe rate meaning the lower the unsubscribe rate meaning the lower the unsubscribe rate you don't have to start with anything you don't have to start with anything you don't have to start with anything too complex or too complicated but just too complex or too complicated but just too complex or too complicated but just experiment with different ways that you experiment with different ways that you experiment with different ways that you can make those emails personal and see can make those emails personal and see can make those emails personal and see if it doesn't increase your retention if it doesn't increase your retention if it doesn't increase your retention rate rate rate welcome to season three episode 30 of welcome to season three episode 30 of welcome to season three episode 30 of the missional marketing podcast my name the missional marketing podcast my name the missional marketing podcast my name is Bart Blair and I'm the co-host of the is Bart Blair and I'm the co-host of the is Bart Blair and I'm the co-host of the show flying solo today without my show flying solo today without my show flying solo today without my co-podcasting partner Jason Hamrock but co-podcasting partner Jason Hamrock but co-podcasting partner Jason Hamrock but even though I'm by myself I still feel even though I'm by myself I still feel even though I'm by myself I still feel like I have some content that is going like I have some content that is going like I have some content that is going to be super helpful for you today to be super helpful for you today to be super helpful for you today especially if you're the person in your especially if you're the person in your especially if you're the person in your church responsible for the church responsible for the church responsible for the communications if you're listening to communications if you're listening to communications if you're listening to this podcast and you're not the person this podcast and you're not the person this podcast and you're not the person responsible for the communications in responsible for the communications in responsible for the communications in your church you should share this your church you should share this your church you should share this podcast with the person who is you know podcast with the person who is you know podcast with the person who is you know our goal with this podcast is to help our goal with this podcast is to help our goal with this podcast is to help your church grow by leveraging digital your church grow by leveraging digital your church grow by leveraging digital marketing and effective Communications marketing and effective Communications marketing and effective Communications and I'm just going to tell you straight and I'm just going to tell you straight and I'm just going to tell you straight up our conversation today is going to be up our conversation today is going to be up our conversation today is going to be about email any while email is not the about email any while email is not the about email any while email is not the sexiest tool that you have in your sexiest tool that you have in your sexiest tool that you have in your toolbox as a church Communications toolbox as a church Communications toolbox as a church Communications professional it is one of the most professional it is one of the most professional it is one of the most important if you're going to be important if you're going to be important if you're going to be effective and so I'm going to share with effective and so I'm going to share with effective and so I'm going to share with you some things today that I believe you some things today that I believe you some things today that I believe will really move the needle with your will really move the needle with your will really move the needle with your Effectiveness as it relates to your Effectiveness as it relates to your Effectiveness as it relates to your church email if you're a regular church email if you're a regular church email if you're a regular listener or viewer of our podcast you listener or viewer of our podcast you listener or viewer of our podcast you might recognize that my voice is a might recognize that my voice is a might recognize that my voice is a little raspy today I'm a little bit it little raspy today I'm a little bit it little raspy today I'm a little bit it under the weather and I don't have my under the weather and I don't have my under the weather and I don't have my regular sultry podcasting voice but I regular sultry podcasting voice but I regular sultry podcasting voice but I decided I wasn't going to let that deter decided I wasn't going to let that deter decided I wasn't going to let that deter me and I would go ahead and record this me and I would go ahead and record this me and I would go ahead and record this podcast episode anyway if you aren't a podcast episode anyway if you aren't a podcast episode anyway if you aren't a regular listener you had no idea that my

regular listener you had no idea that my regular listener you had no idea that my voice sounds different today and well voice sounds different today and well voice sounds different today and well you should be a regular listener so why you should be a regular listener so why you should be a regular listener so why don't you go ahead and subscribe don't you go ahead and subscribe don't you go ahead and subscribe wherever you listen to your favorite wherever you listen to your favorite wherever you listen to your favorite podcast if you're watching on our podcast if you're watching on our podcast if you're watching on our YouTube channel make sure that you YouTube channel make sure that you YouTube channel make sure that you subscribe and then ring the bell so that subscribe and then ring the bell so that subscribe and then ring the bell so that you don't miss any future episodes and you don't miss any future episodes and you don't miss any future episodes and speaking of future episodes this episode speaking of future episodes this episode speaking of future episodes this episode is one in a series of three that we're is one in a series of three that we're is one in a series of three that we're going to be focusing on the topic of going to be focusing on the topic of going to be focusing on the topic of email today I'm going to be giving you email today I'm going to be giving you email today I'm going to be giving you 10 things to make your church emails 10 things to make your church emails 10 things to make your church emails more effective and then the next two more effective and then the next two more effective and then the next two weeks we're actually going to be talking weeks we're actually going to be talking weeks we're actually going to be talking to a couple of church Communications to a couple of church Communications to a couple of church Communications professionals and some different ways professionals and some different ways professionals and some different ways that they are using their Church email that they are using their Church email that they are using their Church email to be more effective at both internal to be more effective at both internal to be more effective at both internal communication and also reaching people communication and also reaching people communication and also reaching people in their community in their community in their community so make sure that you subscribe so you so make sure that you subscribe so you so make sure that you subscribe so you don't miss those future episodes today's don't miss those future episodes today's don't miss those future episodes today's episode as I said is called 10 things to episode as I said is called 10 things to episode as I said is called 10 things to make your church emails more effective make your church emails more effective make your church emails more effective now for the sake of full disclosure I now for the sake of full disclosure I now for the sake of full disclosure I took 10 points out of a list of 50 took 10 points out of a list of 50 took 10 points out of a list of 50 provided by a company called Salesforce provided by a company called Salesforce provided by a company called Salesforce Salesforce wrote a blog post about four Salesforce wrote a blog post about four Salesforce wrote a blog post about four years ago called best practices for years ago called best practices for years ago called best practices for email marketing and within that blog email marketing and within that blog email marketing and within that blog post is a link to a lead generator post is a link to a lead generator post is a link to a lead generator you hear us talk about lead generators you hear us talk about lead generators you hear us talk about lead generators all the time here on our podcast I all the time here on our podcast I all the time here on our podcast I signed up for the lead generator it was signed up for the lead generator it was signed up for the lead generator it was 50 of the best practices for email 50 of the best practices for email 50 of the best practices for email marketing I read through those was super marketing I read through those was super marketing I read through those was super enlightened by them but I took 10 of enlightened by them but I took 10 of enlightened by them but I took 10 of them that I think most effectively uh them that I think most effectively uh them that I think most effectively uh connect to what we're trying to connect to what we're trying to connect to what we're trying to accomplish as a church and so I want to accomplish as a church and so I want to accomplish as a church and so I want to share these 10 things with you we linked share these 10 things with you we linked share these 10 things with you we linked to the blog post where you can get the to the blog post where you can get the to the blog post where you can get the full list of 50 if you would like to do full list of 50 if you would like to do full list of 50 if you would like to do that but I'm going to share with you 10

that but I'm going to share with you 10 that but I'm going to share with you 10 today that I think will really help you today that I think will really help you today that I think will really help you be more effective in using your church be more effective in using your church be more effective in using your church email and being a more effective email and being a more effective email and being a more effective Communications professional all right Communications professional all right Communications professional all right here we go 10 things to make your church here we go 10 things to make your church here we go 10 things to make your church emails more effective number one emails more effective number one emails more effective number one understand your objectives understand your objectives understand your objectives now if I asked you if you have goals for now if I asked you if you have goals for now if I asked you if you have goals for your email I bet you'd say no do you your email I bet you'd say no do you your email I bet you'd say no do you ever ask yourself the question what is ever ask yourself the question what is ever ask yourself the question what is my ultimate goal what is my real purpose my ultimate goal what is my real purpose my ultimate goal what is my real purpose in sending the email that I'm about to in sending the email that I'm about to in sending the email that I'm about to send whether you send a weekly email or send whether you send a weekly email or send whether you send a weekly email or a monthly email now I think it was a monthly email now I think it was a monthly email now I think it was Carrie newhoff that I heard mention this Carrie newhoff that I heard mention this Carrie newhoff that I heard mention this on a podcast years ago he has an email on a podcast years ago he has an email on a podcast years ago he has an email list of over 80 000 church leaders list of over 80 000 church leaders list of over 80 000 church leaders around the world and he said before I around the world and he said before I around the world and he said before I hit send on any email that I send I ask hit send on any email that I send I ask hit send on any email that I send I ask myself the question am I adding value myself the question am I adding value myself the question am I adding value now I think that's what we all want when now I think that's what we all want when now I think that's what we all want when we send a church email out we want to be we send a church email out we want to be we send a church email out we want to be adding value but how do you measure adding value but how do you measure adding value but how do you measure value and how do you know if you're value and how do you know if you're value and how do you know if you're actually adding value well there are actually adding value well there are actually adding value well there are some metrics some things that we can some metrics some things that we can some metrics some things that we can measure and that we should be measuring measure and that we should be measuring measure and that we should be measuring and then setting goals off of to measure and then setting goals off of to measure and then setting goals off of to measure our Effectiveness three of those things our Effectiveness three of those things our Effectiveness three of those things there are more of course but I'm going there are more of course but I'm going there are more of course but I'm going to give you three things that I think to give you three things that I think to give you three things that I think you can and should be measuring with you can and should be measuring with you can and should be measuring with your emails the first is your open rate your emails the first is your open rate your emails the first is your open rate what is the percentage of people that what is the percentage of people that what is the percentage of people that you're sending your emails to that are you're sending your emails to that are you're sending your emails to that are actually opening the email is that actually opening the email is that actually opening the email is that number going up is that number going number going up is that number going number going up is that number going down is that number remaining static down is that number remaining static down is that number remaining static have you ever set a goal for increasing have you ever set a goal for increasing have you ever set a goal for increasing and improving your open rate I bet you and improving your open rate I bet you and improving your open rate I bet you haven't or maybe you have we'll talk

haven't or maybe you have we'll talk haven't or maybe you have we'll talk about that in just a minute second thing about that in just a minute second thing about that in just a minute second thing that you can be tracking is your that you can be tracking is your that you can be tracking is your conversion rate what do I mean when I conversion rate what do I mean when I conversion rate what do I mean when I say conversion rate a conversion rate is say conversion rate a conversion rate is say conversion rate a conversion rate is the number of people that are actually the number of people that are actually the number of people that are actually clicking on the calls to action within clicking on the calls to action within clicking on the calls to action within your email most emails that we're your email most emails that we're your email most emails that we're sending out as a church we're asking sending out as a church we're asking sending out as a church we're asking people to do something RSVP for people to do something RSVP for people to do something RSVP for something register for something sign up something register for something sign up something register for something sign up for something download something for something download something for something download something whatever it is we want people to click whatever it is we want people to click whatever it is we want people to click through and you should be measuring the through and you should be measuring the through and you should be measuring the click-through rate and setting goals for click-through rate and setting goals for click-through rate and setting goals for yourself for a more effective yourself for a more effective yourself for a more effective click-through rate click-through rate click-through rate the third thing that you can and should the third thing that you can and should the third thing that you can and should be measuring is your unsubscribe rate be measuring is your unsubscribe rate be measuring is your unsubscribe rate when I send emails out every week or when I send emails out every week or when I send emails out every week or every month or how often I'm sending how every month or how often I'm sending how every month or how often I'm sending how however often I'm sending them how many however often I'm sending them how many however often I'm sending them how many people are actually unsubscribing am I people are actually unsubscribing am I people are actually unsubscribing am I measuring that am I working to lower my measuring that am I working to lower my measuring that am I working to lower my unsubscribe rate and some of the other unsubscribe rate and some of the other unsubscribe rate and some of the other things that we're going to be talking things that we're going to be talking things that we're going to be talking about in this list of 10 things are about in this list of 10 things are about in this list of 10 things are things going to help you both increase things going to help you both increase things going to help you both increase your open rate manage and increase your your open rate manage and increase your your open rate manage and increase your call to action your click-through rate call to action your click-through rate call to action your click-through rate and finally reduce your unsubscribe rate and finally reduce your unsubscribe rate and finally reduce your unsubscribe rate so the first thing that you've got to do so the first thing that you've got to do so the first thing that you've got to do is understand your objectives is understand your objectives is understand your objectives number two include all the details now I number two include all the details now I number two include all the details now I don't mean to include all the details don't mean to include all the details don't mean to include all the details about everything but I'm talking about about everything but I'm talking about about everything but I'm talking about some very specific details number one some very specific details number one some very specific details number one contact information if someone receives contact information if someone receives contact information if someone receives your email and they need contact your email and they need contact your email and they need contact information about a specific event information about a specific event information about a specific event activity or story that you're telling activity or story that you're telling activity or story that you're telling whatever the case may be make sure that whatever the case may be make sure that whatever the case may be make sure that there's a logical and an easy way for there's a logical and an easy way for there's a logical and an easy way for them to extrapolate that information out them to extrapolate that information out them to extrapolate that information out of the email secondly make sure that you of the email secondly make sure that you of the email secondly make sure that you always include social sharing buttons always include social sharing buttons always include social sharing buttons ways that people can share either the ways that people can share either the ways that people can share either the full email or parts of the email on

full email or parts of the email on full email or parts of the email on social media and third make sure that social media and third make sure that social media and third make sure that people can always unsubscribe make sure people can always unsubscribe make sure people can always unsubscribe make sure that it's obvious and it's not a that it's obvious and it's not a that it's obvious and it's not a difficult thing for them to find I know difficult thing for them to find I know difficult thing for them to find I know we hate the idea that people we hate the idea that people we hate the idea that people unsubscribing from our email but you unsubscribing from our email but you unsubscribing from our email but you need to make sure that people can and need to make sure that people can and need to make sure that people can and they don't get frustrated with you they don't get frustrated with you they don't get frustrated with you sometimes it's hard to say goodbye but sometimes it's hard to say goodbye but sometimes it's hard to say goodbye but sometimes a goodbye is necessary sometimes a goodbye is necessary sometimes a goodbye is necessary and that brings me to my third point and and that brings me to my third point and and that brings me to my third point and that is let the unengaged go I know I that is let the unengaged go I know I that is let the unengaged go I know I know you don't want people leaving your know you don't want people leaving your know you don't want people leaving your email list but sometimes they need to email list but sometimes they need to email list but sometimes they need to and sometimes you need to move them from and sometimes you need to move them from and sometimes you need to move them from your email list now I'm not saying you your email list now I'm not saying you your email list now I'm not saying you need to unsubscribe them or delete them need to unsubscribe them or delete them need to unsubscribe them or delete them all together but sometimes you need to all together but sometimes you need to all together but sometimes you need to remove them from the Weekly Newsletter remove them from the Weekly Newsletter remove them from the Weekly Newsletter or whatever it is that you're sending on or whatever it is that you're sending on or whatever it is that you're sending on a regular basis and put them in a a regular basis and put them in a a regular basis and put them in a separate list send them occasional separate list send them occasional separate list send them occasional emails send them emails with opportunity emails send them emails with opportunity emails send them emails with opportunity to opt back into the regular weekly to opt back into the regular weekly to opt back into the regular weekly email send them other emails that might email send them other emails that might email send them other emails that might pertain to different things that might pertain to different things that might pertain to different things that might pertain to them but the reality is if pertain to them but the reality is if pertain to them but the reality is if you have people that are not opening you have people that are not opening you have people that are not opening your emails at all ever you need to take your emails at all ever you need to take your emails at all ever you need to take them off of that regular weekly list in them off of that regular weekly list in them off of that regular weekly list in fact rule of thumb is that if they fact rule of thumb is that if they fact rule of thumb is that if they haven't opened an email in the last 90 haven't opened an email in the last 90 haven't opened an email in the last 90 days you need to reach out to them send days you need to reach out to them send days you need to reach out to them send them an email and ask them if they would them an email and ask them if they would them an email and ask them if they would like to remain on the list and if they like to remain on the list and if they like to remain on the list and if they don't respond remove them from the list don't respond remove them from the list don't respond remove them from the list if they do respond and they tell you if they do respond and they tell you if they do respond and they tell you they don't want to be on the list and they don't want to be on the list and they don't want to be on the list and remove them from the list if they don't remove them from the list if they don't remove them from the list if they don't unsubscribe don't unsubscribe them but unsubscribe don't unsubscribe them but unsubscribe don't unsubscribe them but give them an opportunity to opt in or give them an opportunity to opt in or give them an opportunity to opt in or opt out keep your list as clean as opt out keep your list as clean as opt out keep your list as clean as possible now I know one of the things possible now I know one of the things possible now I know one of the things that you're thinking is that well some that you're thinking is that well some that you're thinking is that well some of these people are members of my church of these people are members of my church of these people are members of my church and I want all the members of my church and I want all the members of my church and I want all the members of my church to be on my email list

to be on my email list to be on my email list if the members of your church are not if the members of your church are not if the members of your church are not opening your emails there's one of two opening your emails there's one of two opening your emails there's one of two things wrong either they're not things wrong either they're not things wrong either they're not interested in what information you have interested in what information you have interested in what information you have to provide them or you're not providing to provide them or you're not providing to provide them or you're not providing them any information that is useful to them any information that is useful to them any information that is useful to them them them you get my point let the unengaged go you get my point let the unengaged go you get my point let the unengaged go number four account for mobile one of number four account for mobile one of number four account for mobile one of the Cardinals ends of church the Cardinals ends of church the Cardinals ends of church Communications directors is sitting down Communications directors is sitting down Communications directors is sitting down on their desktop or their laptop on on their desktop or their laptop on on their desktop or their laptop on MailChimp or Constant Contact or their MailChimp or Constant Contact or their MailChimp or Constant Contact or their Church management software and creating Church management software and creating Church management software and creating an email and never actually looking to an email and never actually looking to an email and never actually looking to see what it looks like in Mobile the see what it looks like in Mobile the see what it looks like in Mobile the reality is is that 70 of the people in reality is is that 70 of the people in reality is is that 70 of the people in your church or more are probably opening your church or more are probably opening your church or more are probably opening that email on their mobile device and that email on their mobile device and that email on their mobile device and you didn't stop to take a look to see you didn't stop to take a look to see you didn't stop to take a look to see what it actually looks like make sure what it actually looks like make sure what it actually looks like make sure that you always do that make sure that that you always do that make sure that that you always do that make sure that it translates well on mobile in fact I it translates well on mobile in fact I it translates well on mobile in fact I would say you should probably design would say you should probably design would say you should probably design your email with mobile first in mind your email with mobile first in mind your email with mobile first in mind because most people are going to open it because most people are going to open it because most people are going to open it on a mobile device if it doesn't on a mobile device if it doesn't on a mobile device if it doesn't translate well to mobile people are not translate well to mobile people are not translate well to mobile people are not going to be able to find the appropriate going to be able to find the appropriate going to be able to find the appropriate calls to action they're going to find calls to action they're going to find calls to action they're going to find themselves frustrated scrolling through themselves frustrated scrolling through themselves frustrated scrolling through your emails they're not going to do the your emails they're not going to do the your emails they're not going to do the things that you want them to do then things that you want them to do then things that you want them to do then ultimately they're going to unsubscribe ultimately they're going to unsubscribe ultimately they're going to unsubscribe that is if they can even find the that is if they can even find the that is if they can even find the unsubscribe button number five make the unsubscribe button number five make the unsubscribe button number five make the CTA shine what is a CTA a CTA is a call CTA shine what is a CTA a CTA is a call CTA shine what is a CTA a CTA is a call to action most emails that you're to action most emails that you're to action most emails that you're sending out to your church congregation sending out to your church congregation sending out to your church congregation to your email list there is something in to your email list there is something in to your email list there is something in there that you're going to be asking there that you're going to be asking there that you're going to be asking them to do right you're asking them to them to do right you're asking them to them to do right you're asking them to register for something or to RSVP for register for something or to RSVP for register for something or to RSVP for something or to connect with you in some something or to connect with you in some something or to connect with you in some way and you want to make sure that those way and you want to make sure that those way and you want to make sure that those calls to action really stand out you can calls to action really stand out you can calls to action really stand out you can do that through buttons through color do that through buttons through color do that through buttons through color through placement on the page you can do

through placement on the page you can do through placement on the page you can do it through different text treatment but it through different text treatment but it through different text treatment but you always want to make sure that your you always want to make sure that your you always want to make sure that your calls to action are very clear and easy calls to action are very clear and easy calls to action are very clear and easy for people to follow make that CTA shine for people to follow make that CTA shine for people to follow make that CTA shine number six break things up number six break things up number six break things up when you're composing your email when you're composing your email when you're composing your email especially if you have multiple sections especially if you have multiple sections especially if you have multiple sections with different topics that you're with different topics that you're with different topics that you're communicating in the email the best communicating in the email the best communicating in the email the best thing for you to do is to delineate thing for you to do is to delineate thing for you to do is to delineate those with spacers or with lines or even those with spacers or with lines or even those with spacers or with lines or even bullet points so it makes it easier for bullet points so it makes it easier for bullet points so it makes it easier for the person who's scrolling through the the person who's scrolling through the the person who's scrolling through the email to find the different sections email to find the different sections email to find the different sections that they're looking for this will also that they're looking for this will also that they're looking for this will also make your ctas stand out more vividly make your ctas stand out more vividly make your ctas stand out more vividly for the sections that you're wanting for the sections that you're wanting for the sections that you're wanting people to respond to people to respond to people to respond to number seven tell a story you know most number seven tell a story you know most number seven tell a story you know most of the time when we send out our church of the time when we send out our church of the time when we send out our church email it's not much more than a digital email it's not much more than a digital email it's not much more than a digital bulletin and a digital calendar with a bulletin and a digital calendar with a bulletin and a digital calendar with a whole bunch of events and all the things whole bunch of events and all the things whole bunch of events and all the things that we want you to do to sign up for that we want you to do to sign up for that we want you to do to sign up for those events but one of the most those events but one of the most those events but one of the most effective ways of using your church effective ways of using your church effective ways of using your church email is by telling stories tell stories email is by telling stories tell stories email is by telling stories tell stories that reinforce the mission the vision that reinforce the mission the vision that reinforce the mission the vision the values of your church tell stories the values of your church tell stories the values of your church tell stories that connect people to the events and that connect people to the events and that connect people to the events and the activities that you want them to the activities that you want them to the activities that you want them to actually register for and attend by actually register for and attend by actually register for and attend by using stories in your email you will using stories in your email you will using stories in your email you will increase your open rate and you will increase your open rate and you will increase your open rate and you will increase your engagement rate and that's increase your engagement rate and that's increase your engagement rate and that's a win for everyone now I'm not going to a win for everyone now I'm not going to a win for everyone now I'm not going to spend any more time on this particular spend any more time on this particular spend any more time on this particular aspect of the email today because we aspect of the email today because we aspect of the email today because we have a new podcast episode coming in have a new podcast episode coming in have a new podcast episode coming in just a couple of weeks this is going to just a couple of weeks this is going to just a couple of weeks this is going to be all about a story based email so I'll be all about a story based email so I'll be all about a story based email so I'll use this as a plug to make sure that you use this as a plug to make sure that you use this as a plug to make sure that you subscribe if you're not yet subscribed subscribe if you're not yet subscribed subscribe if you're not yet subscribed number eight grab their attention you number eight grab their attention you number eight grab their attention you know people receive a lot of emails know people receive a lot of emails know people receive a lot of emails every day and one of the ways that you

every day and one of the ways that you every day and one of the ways that you can grab their attention is by using an can grab their attention is by using an can grab their attention is by using an effective subject line in your email effective subject line in your email effective subject line in your email short and medium subject lines tend to short and medium subject lines tend to short and medium subject lines tend to be the most effective really long ones be the most effective really long ones be the most effective really long ones tend to get truncated when a person's tend to get truncated when a person's tend to get truncated when a person's opening their email on a mobile device opening their email on a mobile device opening their email on a mobile device I'm not a big fan of churches using the I'm not a big fan of churches using the I'm not a big fan of churches using the same subject line in their newsletter same subject line in their newsletter same subject line in their newsletter every single week sometimes that can be every single week sometimes that can be every single week sometimes that can be effective because it identifies that it effective because it identifies that it effective because it identifies that it is an email from you and from your is an email from you and from your is an email from you and from your church every single week and they don't church every single week and they don't church every single week and they don't necessarily miss it but I'm always big necessarily miss it but I'm always big necessarily miss it but I'm always big on experimenting with different types of on experimenting with different types of on experimenting with different types of subject lines to see if different subject lines to see if different subject lines to see if different subject lines will increase our open subject lines will increase our open subject lines will increase our open rate especially if you're using a story rate especially if you're using a story rate especially if you're using a story based email you can use subject lines based email you can use subject lines based email you can use subject lines that connect people directly with the that connect people directly with the that connect people directly with the story that you're trying to tell story that you're trying to tell story that you're trying to tell number nine make it personal most of our number nine make it personal most of our number nine make it personal most of our email platforms allow personalization in email platforms allow personalization in email platforms allow personalization in the email and Beyond just the salutation the email and Beyond just the salutation the email and Beyond just the salutation dear Bart you can actually use a dear Bart you can actually use a dear Bart you can actually use a person's name throughout the email the person's name throughout the email the person's name throughout the email the more personalized you make that email more personalized you make that email more personalized you make that email the better the experience for the user the better the experience for the user the better the experience for the user and the higher the retention rate and the higher the retention rate and the higher the retention rate meaning the lower the unsubscribe rate meaning the lower the unsubscribe rate meaning the lower the unsubscribe rate you don't have to start with anything you don't have to start with anything you don't have to start with anything too complex or too complicated but just too complex or too complicated but just too complex or too complicated but just experiment with different ways that you experiment with different ways that you experiment with different ways that you can make those emails personal and see can make those emails personal and see can make those emails personal and see if it doesn't increase your retention if it doesn't increase your retention if it doesn't increase your retention rate rate rate number 10 makes sense with segmentation number 10 makes sense with segmentation number 10 makes sense with segmentation segmentation is taking your larger list segmentation is taking your larger list segmentation is taking your larger list and breaking it down into smaller and breaking it down into smaller and breaking it down into smaller subgroups so that you can deliver more subgroups so that you can deliver more subgroups so that you can deliver more relevant content to the people who are relevant content to the people who are relevant content to the people who are receiving the emails you can use tags receiving the emails you can use tags receiving the emails you can use tags you can use segments you can even create you can use segments you can even create you can use segments you can even create different lists but what you want to do different lists but what you want to do different lists but what you want to do is think about the different subgroups is think about the different subgroups is think about the different subgroups that you have in your church maybe you that you have in your church maybe you that you have in your church maybe you can create segments or tags around where

can create segments or tags around where can create segments or tags around where people are in their spiritual journey people are in their spiritual journey people are in their spiritual journey perhaps you have have a large group of perhaps you have have a large group of perhaps you have have a large group of people who have said yes to Jesus but people who have said yes to Jesus but people who have said yes to Jesus but who haven't been baptized so you can who haven't been baptized so you can who haven't been baptized so you can deliver content specifically to them deliver content specifically to them deliver content specifically to them about the next baptism class or you can about the next baptism class or you can about the next baptism class or you can create a segment of people who have create a segment of people who have create a segment of people who have become members but who haven't yet become members but who haven't yet become members but who haven't yet joined on in a Ministry or signed up for joined on in a Ministry or signed up for joined on in a Ministry or signed up for a small group and you can deliver a small group and you can deliver a small group and you can deliver content to them that's relevant to where content to them that's relevant to where content to them that's relevant to where they are in their spiritual journey they are in their spiritual journey they are in their spiritual journey maybe you create segments around maybe you create segments around maybe you create segments around different demographics it's parents of different demographics it's parents of different demographics it's parents of young children or parents of teens or young children or parents of teens or young children or parents of teens or maybe you can create segments around maybe you can create segments around maybe you can create segments around different Geographic locations if you've different Geographic locations if you've different Geographic locations if you've got multiple campuses to your church you got multiple campuses to your church you got multiple campuses to your church you want to make sure that you create want to make sure that you create want to make sure that you create segments for each different location so segments for each different location so segments for each different location so you're delivering appropriate content to you're delivering appropriate content to you're delivering appropriate content to the different people based on which the different people based on which the different people based on which campus they they attend using campus they they attend using campus they they attend using segmentation is one of the ways that you segmentation is one of the ways that you segmentation is one of the ways that you can keep your unsubscribed rate really can keep your unsubscribed rate really can keep your unsubscribed rate really really low because if you're delivering really low because if you're delivering really low because if you're delivering content that is specifically relevant to content that is specifically relevant to content that is specifically relevant to the people who are receiving that the people who are receiving that the people who are receiving that content then they're more likely to stay content then they're more likely to stay content then they're more likely to stay on your list if they're a 64 year old on your list if they're a 64 year old on your list if they're a 64 year old Widow empty nester and all you're doing Widow empty nester and all you're doing Widow empty nester and all you're doing is firing them information about the is firing them information about the is firing them information about the children's ministry chances are they're children's ministry chances are they're children's ministry chances are they're probably going to unsubscribe at some probably going to unsubscribe at some probably going to unsubscribe at some point if you're delivering marriage point if you're delivering marriage point if you're delivering marriage content to people who are single they're content to people who are single they're content to people who are single they're probably going to unsubscribe make sure probably going to unsubscribe make sure probably going to unsubscribe make sure that the content that you're delivering that the content that you're delivering that the content that you're delivering to people when you're sending out the to people when you're sending out the to people when you're sending out the emails is always appropriate emails is always appropriate emails is always appropriate and there you have it there's 10 things and there you have it there's 10 things and there you have it there's 10 things that can make your church emails more that can make your church emails more that can make your church emails more effective I hope that this has been a effective I hope that this has been a effective I hope that this has been a helpful podcast for you hope that you'll helpful podcast for you hope that you'll helpful podcast for you hope that you'll try some of these things because I try some of these things because I try some of these things because I really believe if you do then you will really believe if you do then you will really believe if you do then you will find your email strategies to be much find your email strategies to be much find your email strategies to be much more effective again if you're not more effective again if you're not more effective again if you're not subscribed to make sure that you subscribed to make sure that you subscribed to make sure that you subscribe so you don't miss any of our subscribe so you don't miss any of our subscribe so you don't miss any of our upcoming episodes and again we want to

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