What is your email list for?

…it’s important to say this question out loud. And while you’re at it, also ask, who is it for?

I can tell you one answer that isn’t true. The whole world.

Be really clear to yourself as a church leader, because the moment you start abusing your email list, the people who care about what you have to say will get lost. And the scary part is, you might not have to privilege of knowing someone who will unsubscribe - someone who makes it known that they’re lost.

You might find some of these questions helpful for digging deeper - the more generic your answers are, the less helpful it will be:

How do you use your email list as a church? Who is is it for?

Current, new, or former parishioners? (Pay attention. They might care about different things and have different needs.)

What is the most important piece of communication in your newsletter?

The congregation who gives you permission to communicate with them is a gift. Don’t abuse the permission they’ve given you.