Are Church Email Blasts Worth It?
Email blasts can be madness, especially the rapid fire kind. Preparing headlines, promotions, graphics and other related items can sometimes put a burden on your church marketing and communications team. It requires a great deal of planning and sometimes, emergency revisions. With all the madness, you ought to wonder: Is this really worth it?
By way of a client case study, let me show you how we measured their mail madness to put our time to the test.
Holy Land Gifts, a privately-owned seller of inspirational gifts made in Israel, sends a weekly email blast to its customer base (example). Each email blast contains the usual headline, promotion, call-to-action links, graphics and a couple of highlighted products.
We ran an email blast on the same day and same time for 7 consecutive weeks. Once we had sufficient data from our visits, we stopped cold turkey and went silent for a full week. Our hope was to see what impact a weekly email campaign was having. What we discovered was encouraging. During the week without an email blast:
- Total weekly visits dropped 47%
- Total daily visits (for email blast day) dropped 68%
- Total weekly orders dropped 55%
Additionally, we found that more than 40% of visitors came from a link in the email campaign. During the week we were silent, we noticed 8% of visitors also came from a prior week’s email campaign—cheaters. (And, since these numbers do not include those who visit the web site after receiving the email, we can assume that the percentages are higher.)
All of this indicated to us that weekly email blasts do more than double our visits and sales. To us, the mail madness is worth it. Measuring your efforts is important to do. Time is worth more than you think. So make sure that your time is spent producing the results you want by including great graphics, content and call-to-actions.
How does your church use e-newsletters to communicate with members?