If you’ve ever sent out an email campaign and heard crickets in return, you’re not alone. Many small businesses and nonprofits struggle with writing emails that actually connect with their audience. The good news? You don’t need a massive list or flashy graphics to succeed with small business email marketing, but you do need a shift in how you approach your messaging.
Let’s break down how to create email marketing that connects without sounding robotic or overly salesy.
Talk to one person, not the masses
One of the most common mistakes in email marketing is writing like you’re addressing a crowd. The magic happens when your email feels like it was written just for the reader. Use words like “you” and “your.” Keep the tone conversational and warm. Imagine you’re writing to a client or supporter you know well. If you’re struggling with this step, take a step back and spend some time really getting to know your audience.
Lead with value, not just updates
People don’t open emails just to hear about you—they open them to find something useful, inspiring, or interesting. Make sure every email offers value: a helpful tip, a relatable story, a quick win, or a resource they’ll appreciate. When your emails consistently serve your audience, they’ll keep opening them.
Tell a story, even if it’s a short one
Stories are powerful. Whether it’s a client success, a behind-the-scenes moment, or a challenge you overcame, storytelling builds trust and human connection. Especially for nonprofits, weaving in emotional or mission-driven stories can boost engagement significantly.
Keep it simple & scannable
Attention spans are short. Break up your content with headings, bullet points, and short paragraphs. Be clear about the action you want them to take—whether it’s reading a blog, donating, or replying to the email.
Be consistent, not perfect
You don’t need to send daily emails. But consistency (even monthly) helps build trust and keeps your brand top of mind. Don’t wait for the “perfect” time or wording, but stay consistent and aim to be helpful and human.
Small business email marketing and nonprofit email marketing is about real relationships, not just metrics. When you show up with authenticity and value, your emails will stop being just another message in the inbox and start becoming something your audience looks forward to.
Need help crafting emails that sound like you and truly resonate? Schedule a free intro call with the StoryPath team to chat.