Holiday emails that truly connect

There is no shortage of emails during the holidays. Between retail promotions, school reminders and nonprofit appeals, inboxes fill up before December even begins. So how do you make sure your church's Advent devotional, holiday event or Christmas Eve invitation does not get lost in the noise?

It is not about slick graphics or clever gimmicks. Effective holiday emails rely on simple copywriting choices, a clean layout and a clear connection to content you already create. This is not about adding more to your plate. It is about helping your existing work go further.

Break through holiday inbox fatigue

People receive an average of about 121 emails per day, and during the holidays that number can rise by as much as 20 to 25 percent. Your first challenge is getting someone to open the email, which means the subject line matters. A subject like “December newsletter” or “Upcoming events” is unlikely to stand out, especially when competing with promotional messages.

Churches do not need to match retail urgency, but they do need to earn attention. Aim for subject lines that are specific, surprising or personal.

For example:

• Come to Christmas Eve in your pajamas
  
  
• We are lighting the pink candle this week. Do you know why?
  
  
• When it has been a hard year, this story helps
  
  
  

A subject line does not need to be poetic. It just needs to sound like something a real person would write to another real person. Use sentence case, avoid ALL CAPS and, if you are using an email platform, add preview text that supports your subject. 

Layout keeps people reading

Once someone opens the email, a clear layout helps keep them engaged. The most effective emails are clean and simple. Start with a short headline that states the purpose, such as Join us for Christmas Eve, This week’s devotional or A message from Pastor Lisa. Follow with a few brief paragraphs instead of a long block of text.

Include a photo or graphic if it supports your content, but let your words carry the main point. At the bottom, offer one clear next step such as RSVP, watch the video or share the invite.

Keep things simple. Do not try to fit every announcement into one message. If you need to share several items, consider separate emails or link to a landing page on your website with full details. People are more likely to respond when you give them one meaningful action instead of many options to skim.

If your church uses MailChimp, Constant Contact or Planning Center, create a basic holiday template now. Each week you can swap in text and images instead of designing from scratch.

Do not add work. Use what you already have

Holiday email strategy is more about repurposing than creating. Your team is likely already preparing Advent devotionals, social media graphics or worship scripts. Any of these can form the basis of an email.

For example:

• A short excerpt from the pastors Advent sermon can become a midweek reflection
  
  
• A quote from a childrens ministry volunteer can become a hope filled message
  
  
• A paragraph from your weekly bulletin can anchor an email with a single image and a link to your events page
  
  
  

Think of email as another window, not another room. You do not need new content. You are simply showing what you already have from a slightly different angle.

Do not be an ad. Add meaning instead

It is easy to assume people want more information, but during the holidays they are already overwhelmed. What many people really want is connection, a moment of hope or a reminder that they are seen.

Write like a person, not a brand. Keep the tone warm and honest. If something moves you, it will likely move someone else. Let that guide what you choose to send.

The goal is not just to earn an open. It is to help someone feel a little more grounded, a little more welcomed or a little more curious about the season.

In a crowded inbox, the simplest message may be the most powerful: you are invited, you are welcome and you are not alone.