Build a newbie’s Know/Like/Trust factor with an email automation

In my humble opinion, the ideal digital marketing flow for organizations like yours looks like this:

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You have an engaging website with strong Search Engine Optimization

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People find you on Google as they search for “church/school near me”

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On your website, you offer something of value in exchange for someone’s email

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When they subscribe, a new subscriber automation kicks off

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Over a series of days, weeks, or months, you build their know/like/trust factor until they visit you in-person!

This is an extremely practical, proven, and low-maintenance approach to digital marketing. It doesn’t make you a slave to the Instagram algorithm. You won’t go broke on Facebook ads. You’ll always own your email list.

Sound like something you want to try? Assuming you have your SEO sorted out (tips here) and a strong lead magnet (30 ideas for churches/schools), give it a go!

Whether you use Kit, MailChimp, or another email service provider, there should be a way to set up a series of emails to trigger whenever someone subscribes to your email newsletter.

My recommendations for writing your new subscriber automation:

• Make it 3-4 emails long with a day or two between each one.
• Here are some topic ideas:
  • Introduction to Pastor/Principal
  • Condensed FAQ
  • Highlight your social media (if active and high-quality)
  • Introduction to a classroom teacher (there are ways to set this up so it’s based on the preference someone shared when they subscribed: ex – the parent chose 3rd grade from the dropdown in the email signup so they get sent the 3rd grade teacher’s introduction. Email me for help.)
  • Opportunity to sign up for BIC, set up a school tour, or meet with the pastor
  • More information regarding the lead magnet (if applicable)
  • An invitation to a recurring event
• Keep the emails short & sweet (under 250 words).
• Focus on ONE topic in each email. Don’t info dump.
• Incorporate video wherever possible.
• In the last email, make it clear that the person will be subscribed to ongoing communication (a weekly devotion or newsletter).

Remember: this is only worth the effort if you have a website and lead magnet that organically attracts subscribers. If you’re not there yet, take some time to work on those foundational pieces.