Church Mailouts

(1) Too many is too much. We all still get a tons of junk mail. Remember that mailouts from your church can find themselves in the throw-away stack if they become frequent and mundane. Send mail with intent--when something arrives from your church, let it be important enough to demand attention. Most churches have no coordination among ministries when mailouts are sent--every department is independent. Remember that what you do is affected by other ministries and vice-versa. Try not to flood the mailbox all at one time.

(2) Cleverness counts. Differentiating your church mailout from everything else in the "in box" is important. Take time to mail even a simple mailing something special. An interesting picture or piece of clip art or a clever phrase can catch and hold attention. Humor is a powerful weapon in communication--a lighthearted headline can dramatically increase your readership.

(3) A new dimension. Mail normally comes in three varieties--letter size (4 x 9 inches), postcard (4 x 5 inches or so) size and mailer-card size (6 x 9 inches). When possible, choose a more interesting set of dimensions--like a square, or a larger piece (warning: additional postage may apply). Oddly shaped mail tends to get opened first.

(4) Get to the point. With a well-crafted letter or card, you'll have about 5 seconds of attention from the reader--that's it. Make the most of it by getting to the point quickly and clearly. Put important information up front, in the first paragraph, then expand on it later. If the reader doesn't bother to get through all the information, you've at least hit the high points.

(5) Use the Pastor. The Pastor's name is an attention-getter in most congregations. Consider a mailout "From the desk of the Pastor" as a personal letter. People respond to information given by the senior leader. Plus, this is a way for the Pastor to "make an announcement" without using pulpit time. Warning: use this resource sparingly.

(6) Timing is everything. Allow enough time for the mail to be delivered--nothing's worse than paying for promotion of an event after the fact because the mail was slow. Folks should receive a "reminder" mailing about a week prior to the event. Normally you should allow 2-3 days for local, third-class mail to be delivered. Poll your members about when they received your mailout and make notes about zip codes that are slower than others. Remember mail is slower around the holidays--plan accordingly.

(7) Best time for promotional mailings. The best times to do major promotional mailings are just after the New Year, in early May just prior to summer, in late August just prior to school starting, and during holidays between Thanksgiving and Christmas. Never do a major promotional mailing in June or July--nobody's home and nobody will care.