Email Marketing Tips for Small Businesses and Nonprofits
Start simple, stay consistent, and build trust in every inbox.
Just getting started with email marketing? This post will help you lay the foundation. From choosing the right platform to defining your strategy and identifying the tools you’ll need, the goal is simply to keep your audience engaged and connected to your work.
A strong newsletter or email isn’t just about promoting your services. It’s about building trust, staying visible, and sharing value over time. Begin by selecting the platform that fits your goals and build from there.
Choosing the Right Platform
You don’t need the most expensive or advanced email platform to get started, but you do need one that fits your needs. With so many tools available, it helps to ask a few key questions up front: What features matter most to you now? Will you need automation or integrations down the line? How might your strategy grow if your audience grows?
I often see clients choose the cheapest option without considering long-term goals, only to realize later that they’ve outgrown it. Switching platforms takes time and energy. A little planning now can save a lot of frustration later.
Before you commit to an email platform, ask yourself a few key questions:
Is it cost-efficient for your list size and growth plans?
Look for a platform that fits your current budget and can grow with you. Some tools charge by list size or features, so make sure the pricing makes sense for both now and later.
Is it easy for your team to learn and manage?
Choose a system that your team can pick up quickly. Consider how much onboarding or training is needed, and whether the plan you’re eyeing includes reliable tech support.
Does it include the tools you’ll need, now or later?
Even if you don’t need automation right away, think about whether the platform offers it for when you’re ready. Do you need features like segmentation, list management, or scheduling? Make sure the essentials are included.
Platform Suggestion:
I compared multiple platforms and MailerLite could be a great platform choice for price, tools and ease of use.
Tip: Most email platforms offer free trials, so don’t be afraid to experiment. Try building a simple template, uploading a list, and sending a test campaign. This will help you to make a better decision.
Subject Lines and Preview Text Matter
Your subject line is your first impression. Make it count. Keep it clear, concise, and compelling. The preview text gives readers a reason to open your email before it ends up in the trash. Don’t be afraid to experiment: try out different styles, test what resonates, and use humor if it fits your brand.
As a consumer, I get tons of emails every day. If you're not entertaining me while trying to sell your product or service, I’m not opening your message; more likely, I’m deleting it. So think about what catches your attention. What emails do you actually open? Which ones are you excited to see land in your inbox? That’s the energy to aim for.
Some things to keep in mind when crafting your email:
Keep subject lines short and specific. Aim for clarity. Make it easy to understand what the email is about.
Personalize when you can. Adding the recipient’s first name in the subject or preview text makes the message feel more personal and relevant.
Use preview text strategically. This is valuable space. Use it to spark curiosity, add personality, or inject a little humor if it fits your brand.
Emojis can work. if they work for you. Use them only if they align with your subject, tone, and brand style. Don’t force it.
Skip the caps lock and gimmicks. Avoid ALL CAPS, overused symbols, or spammy language like “You’re a winner!”; these can tank your open rates or land you in spam.
Tip: Try testing out different subject lines on platforms that offer it to see what resonates most with your audience.
Choosing the Right Email Types & Sending Consistently
If you’re new to email marketing, here’s the bottom line: your emails should help you stay connected to your community and drive traffic to your website.
You don’t need to reinvent the wheel or write a ton of new content. Already publishing blog posts? Launching a new product or program? That’s great material for your newsletter. Just make sure to include a clear call to action (CTA) that brings your readers back to your site.
Tip: Don’t include the full blog post or update in your email. Based on past client experience, it’s better to tease the content, use a short intro paragraph and link to the full post on your website. This encourages clicks and keeps people exploring your content on your terms.
Be Consistent. Not Constant.
You don’t have to send emails every week. What matters more is consistency. Whether it’s once a month or twice a month, choose a schedule you can stick to and plan ahead when you can. Create templates you can reuse, and keep a running list of content ideas that are easy to plug into your format.
Not Sure What to Send? Start Here:
For Nonprofits
Monthly Newsletters: Share updates, impact stories, stats, and upcoming events.
Campaign Announcements: Promote fundraisers, advocacy efforts, or community actions.
For Small Businesses
Product Spotlights: Highlight what’s new or seasonal, promotions, or other news.
Cart Abandonment Emails: Gently remind customers about items they didn’t check out.
Welcome Series: Set up a simple automation that greets new subscribers with helpful info and a friendly tone.
The format you choose should reflect your goals and your audience. And remember, your email doesn’t have to do everything. Just aim to keep the conversation going and give people a reason to click.
In Summary
Take your time with the research. Choosing the right email platform starts with asking the right questions about what your organization truly needs. That upfront effort pays off in the long run.
Email marketing doesn’t have to be complicated or time-consuming. Share content you actually enjoy creating, and focus on adding value for your community. Try different topics and subject lines to see what resonates, just make sure it aligns with your brand and your audience.
The most important thing is to be consistent. Pick a cadence that works for you and stick with it.
If you're ready to simplify your email strategy or want help finding a platform that fits your goals, I’d love to support you.
🗓️Schedule a Free Discovery Call Today
How I Write the One Girl Guru Blog
Every post you read here is written by me (hi, I’m Evelyn 👋), drawing on real experiences supporting small teams, nonprofits, and mission-driven businesses. I keep it practical, encouraging, and grounded in what actually works. Sometimes I use AI tools for light editing or outlining, but every idea, insight, and example comes from my work in the field.
Got a topic you’d like me to cover? I’d love to hear from you.