According to a study, only 24% of churches follow up with visitors, even when those guests have willingly shared their contact information. This lack of church follow-up isn’t just a missed opportunity. It leaves visitors feeling forgotten or overlooked.

Many of those surveyed were unchurched or had been away from church for some time. When they made the effort to visit and share their contact info, they expected someone to follow up. Without that connection, they felt:

Rejected…
Unwelcome…
Unimportant…

No church wants visitors to feel this way. Churches need to improve intentionality about helping people feel valued, especially when those visitors have taken the first step by sharing their information.

The good news? You can automate church follow-up. This ensures no visitor slips through the cracks, even when your team is stretched thin.

Automating Church Follow-Up Emails

With limited time and resources, many church leaders struggle to follow up with visitors. They know it’s important, yet it often gets pushed to the back burner.

{Automation has entered the chat.}

Gone are the days of manually writing and sending each email. With automation, you can write your emails once and reuse them whenever someone new visits. Most email platforms include this feature, making follow-up easier than ever.

📋 Side note: Notice I said emails (plural), not just one. Some churches send a single, lengthy email packed with everything they think a visitor might want to know. Don’t do that. Nobody wants to read a term paper about your church. Instead, send multiple short emails (just a paragraph or two each) to keep your messages simple and effective.

Your Church Follow-Up Email Series

Now that you realize the importance of church follow-up, let’s talk about what to write. Easier said than done, right?

If a blank email sends shivers down your spine, this simple framework will make it easier to create a follow-up series that feels personal and intentional.

Email 1: Thanks for Visiting [Church Name]!

Purpose: Make guests feel seen and appreciated.

Content: Thank them for visiting and let them know what to expect next. For example, “Over the next few days, we’ll send you more information about our church…” This helps guests feel informed without being overwhelmed. It also increases the chances they’ll read your future emails since they’ll know to expect them.

When to Send: Ideally the same day or early the next day, while your church is still fresh in their minds.

💡 Pro Tip: At the end of each email, let the reader know what to expect the next day. Example: PS – Tomorrow we’ll send more info (about us, our activities, etc.).

Email 2: A Little More About Us

Purpose: Share your mission and invite deeper connection.

Content: Briefly share your church’s mission and invite guests to connect by asking how you can pray for them. Keep it short and personal. Instead of a large wall of text, stick to one or two brief paragraphs to make it easy to read (and less likely to end up in the trash folder).

When to Send: Send this email one day after the previous one to maintain momentum without overwhelming your guests.

Email 3: Get Involved

Purpose: Show visitors how they can connect beyond the Sunday service.

Content: Let readers know there are plenty of ways to get involved. List opportunities for various ages and life stages, such as men’s or women’s Bible studies, youth group, kids’ ministry, or retired adults. Highlight a few key options, but avoid overwhelming them with too many details.

💡 Pro Tip: While a “catch-all” email listing all activities is a great first step, some email platforms allow you to personalize your message. If possible, use the information they provided on your visitor form to suggest programs that match their stage of life. This personal touch can make a big difference.

When to Send: Send this email one day after the previous one to keep the conversation going without feeling intrusive.

Email 4: Meet the Pastor (optional but encouraged!)

Purpose: Help visitors get to know your pastor and create a welcoming, approachable feel.

Content: Share a link to a welcome video where your pastor thanks the visitor for coming and invites them to reach out if they have questions or need anything. For better engagement, include a screenshot from the video as the clickable link. Hosting the video on YouTube or embedding it directly on your website are both great options.

🎬 Video Tips: Keep it short! This isn’t the time to preach a sermon. A brief, 1-2 minute video is perfect. Introduce yourself, express your desire to make visitors feel welcome, and let them know you’re available if they have questions.

When to Send: Send this email one day after the previous one about getting involved.

Email 5: See You Sunday?

Purpose: Invite the guest to return to church this Sunday.

Content: Send a short, friendly reminder about your service times and let them know you’d love to see them again. Include a link to your visitor page (an abolute must have for your website) where they can review check-in procedures, parking, and anything else they may need to know.

When to Send: Send this email one to two days after the previous one, depending on whether you included the pastor video email. Ideally, this email should arrive on Friday or Saturday so your invitation is fresh in their mind as they plan their weekend.

Navigating Church Follow-Up

Yes, you and your staff are stretched thin. But if you want your church to grow, church follow-up must be a priority.

The good news? Planning and automating this series will allow you to connect with visitors without adding extra work to your weekly task list. A few extra minutes now can help guests feel seen and valued, all while running on autopilot.

Start small by writing one email at a time. Before you know it, you’ll have a thoughtful follow-up series that makes visitors feel welcome and encourages them to return.

In the meantime, keep swimming along!

💌 Want free swipe copy for these emails, plus guidance for the entire visitor journey? Download my free Visitor Engagement Guide to get started: