The Email Forward:
Tell Your Readers What To Do

Award-winning writer Kathy Widenhouse has helped hundreds of nonprofits and writers produce successful content and has gained 600K+ views for her writing tutorials. She is the author of 9 books. See more of Kathy’s content here.

An online devotional for writers

A Word From The Word

 After you have read this letter, pass it on to the church at Laodicea so they can read it, too. (Colossians 4:16, NLT)

A Word For Writers

An email forward indicates success. Your reader saw a piece of information, decided that it would be valuable to a friend or colleague, and shared it.

As a user, you may hesitate to hit “email forward” because inboxes are flooded. 

But as a publisher, you can help readers overcome forwarding reluctance with a simple invitation. If you doubt it, check the statistics. A recent Litmus study found that the most forwarded emails were 13X more likely to have a “Share with your network” call to action.

Forwarding is not a new practice. 

In Bible times, letters were read and re-read and shared and read again. 

Such was the case when Paul wrote to the church at Colossae. Paul called out heretical teachers among the Colossians – those who taught that Jesus was not actually God. 

Towards the end of the letter, Paul asked the Colossians to share their letter (forward it) with the Laodecian church, located about 9 miles to the northeast. The content was important enough that Paul wanted all believers in that local area to have access to it.

Consider this. Is your content so valuable that you have the courage to invite readers to share it with others? If yes, then hit, “email forward.” If no, then beef up your content so that it’s indispensable to readers.

A Wise Word

Ask readers to forward your email campaign.

A Word To Pray

Gracious Father,

Help me create quality content that is a must-read for my subscribers. And give me the courage to ask readers to share my content with others who need it.

In Jesus’s name, Amen.

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