The Email Mistake That's Costing You Souls
- Elder EJ
- Oct 7
- 3 min read
Your church newsletter sits in inboxes, unopened. Week after week, you pour your heart into crafting messages about upcoming events, new sermon series, and ministry updates. Yet your open rate hovers around 12%—nearly half the 21% average that marketing emails achieve.
What if I told you that one simple word could change everything?
The Problem with "We"
Most church communications sound like announcements from a podium rather than conversations with people. We default to institutional language without realizing it:
"Our church is excited to announce..."
"We're starting a new series..."
"Join us this Sunday as we explore..."
There's nothing wrong with these statements. They're clear, informative, and well-intentioned. But they're missing something crucial: you.
The "You" Power Formula
Here's the transformation that changes everything: Replace every "we" and "our church" with "you" and "your faith journey."
Let me show you what this looks like in practice.
Instead of:
"Our church is starting a new series on hope."
Write:
"When you're facing uncertainty, hope feels impossible. That's why you need to hear what we're discovering together this month..."
See the difference? The first version is about the church. The second version is about the person reading—their struggles, their needs, their journey.
Try This Exercise Right Now
Pull up your last church email or newsletter. Count how many times you used "we," "our," or "the church" versus how many times you used "you" or "your."
Aim for a 3:1 ratio—three "you" references for every "we."
This simple shift moves your communication from announcement mode to conversation mode. It transforms institutional updates into pastoral care moments.
Real Results from Real Churches
One church I worked with was stuck at a 15% open rate despite having a engaged congregation. They were frustrated, wondering if email was even worth the effort anymore.
We made one change: we rewrote their subject lines to focus on "you" instead of "we."
Old: "Our New Worship Series Starts Sunday"
New: "What You Need When Life Feels Overwhelming"
Old: "Join Us for Community Night"
New: "You're Invited to Belong, Not Just Attend"
In just one month, their open rates jumped from 15% to 34%. Same church. Same content. Different focus.
Why This Works
People don't wake up thinking, "I wonder what the church is doing today." They wake up with questions, struggles, hopes, and needs. They're thinking about their marriage, their kids, their anxiety, their purpose.
When your emails speak directly to their journey rather than your programs, you create connection. You remind them that church isn't just an institution—it's a community that sees them, knows them, and walks with them.
This is digital discipleship in action.
The Bigger Picture
This "you-focused" messaging isn't just a copywriting trick. It's the foundation of relationship-driven communication that turns every digital touchpoint into a ministry moment.
When you master this approach across your emails, social media, website, and announcements, something powerful happens: your digital presence stops feeling like marketing and starts feeling like ministry.
Every subject line becomes an invitation.
Every email becomes a pastoral care moment.
Every message reminds someone that they matter to God—and to your church family.
Your Next Step
Start small. Before you send your next email, read it out loud and count the "you" versus "we" ratio. Rewrite until you hit 3:1.
Then watch what happens.
Ready to transform every digital touchpoint into ministry?
This "you-focused" communication strategy is just one piece of the comprehensive digital ministry system we teach at Innovate Faith. Our coaching programs equip church leaders like you with the complete communication strategy—from email to social media to video production—so you can reach more people and make disciples in the digital age.
Visit innovatefaith.com to learn more about our coaching programs and start transforming your church's digital presence today.
Because every email is an opportunity to shepherd souls, not just share information.
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