As I stated in my last post I promised I would critique an email I received from a well known Christian online community that is for readers to discover great content and engage with their favorite Christian authors.
I should preface my critique by stating that “I don’t know what the goals and results were for this email.” However,my critique is related to digital marketing best practices to an audience for the purpose of getting them to take actions such as donating, buying, spreading the word, etc.
Some members of the clergy don’t believe they are marketing when they send emails. I disagree, as a seasoned professional marketer I know for a fact that clergy are the most important marketers. Marketing defined is- “the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.”
Email – Best Practices
This is a lengthy post because the email I am critiquing broke a core tenet of emailing – BE CONCISE. It is very important to understand the conditions which an individual email is sent into. An average person will receive between 75 and 115 emails per day and the average attention span of an individual is 8 seconds.
In this environment you must make your point while quickly getting to the point. The most important general email best practices are:
Use subject lines that entice like newspaper headlines
Make your point effectively
Get to the point quickly
Provide compelling calls-to-action
For critique purposes I divided the subject email into seven parts and commented on each section.
What do you think? What opportunities do you see for better online ministry? If you haven’t already done so please click in the space for Sharing Your Expertise and select “Notify me of new posts via email”.