A church software company started 52 conversations with church leaders in 10 weeks by opening each first email with the one thing that church's website was missing.
Name the one thing missing from a church's own website, and the pastor has a reason to write back.
Church Plant Media builds websites, mobile apps, live streaming and online giving for churches and ministries, with a free 14-day trial and no long-term contract. Its buyers are pastors, elders and church administrators, often on small staffs.
A general pitch for church software gives a pastor nothing to answer. The first email had to show we had looked at their church, and name something specific enough to reply to.
The opener had to come from each church's own website. That's where we started.
We checked each church's website for the four things Church Plant Media sells, and led with the one it lacked.
EmailBison
Apollo
DiscoLike
Google MapsChurch software for gospel-centered churches.
Each list source ran in its own campaigns.
Every church site checked for four features.
Two short steps: the gap, then a one-line check.
Google, Microsoft and other inboxes, each in its own campaign.
A second pass a month later.
Each church's website was checked for four features, and the missing one became the first line. Churches that stayed quiet got the same two steps again a month later.
From September 1 to November 12, 2025, 19,754 emails reached 10,734 people at churches and drew 356 replies. 52 of them were interested, a 14.61% positive reply rate.
Different markets, the same system underneath.
"I actually can't think of a vendor I've been more impressed with in my entire professional career. You guys are totally locked in."
9 programs, 9 very different markets