One of the most effective yet inexpensive ways to reach customers is by incorporating email into your marketing mix. Here are seven steps you can take to create email campaigns that get results.

1. Always Be Collecting Email Addresses

Before you can email customers you have to build a base of addresses. To do this, you have to ask in person and online. If they’re in your store, ask for their email address at checkout. When they’re online visiting your site or social media pages, include an email sign-up form. The more opportunities you provide, the larger your email database will be.

2. Give Them An Incentive For Providing Their Email Address

Most people aren’t willing to give up their email addresses without the promise of something to come. Whether it’s special offers, behind-the-scenes blogs or information about the merits of your products, let customers know what they can expect. It will increase the likelihood that they’ll give you their address.

3. Know That You’re Not The Only Business Emailing Your Customers

According to the blog ‘What Army’ the average person gets 76 emails a day. That’s a lot of competition. If you want to stand out, you’ll want to create compelling offers that get noticed. Make sure your subject line is strong and compelling. Think, would this be an email that I would want to open? The more thoughtful your email, the more likely it will rise above the competition.

4. Test Which Emails Work Best

Because email is inexpensive and easy to monitor, you can test a variety of offers until you find the one that resonates. Send two at a time with different subject lines to see what clicks with customers. Once you have a clear winner, run with it until it no longer pulls the numbers, then start testing something new to see how it performs.

5. Optimize For Mobile

If your email isn’t formatted for mobile, you’re guaranteed to lose out. Mobile devices are mainstays, so designing your email offers to fit Apple and Android formats is a must. True, customers still receive and open emails on laptops (and even desktops), but mobile-enabled messages ensure they can reach customers anywhere.

6. Don’t Get Spammed

The last place you want your email to end up is in the spam folder. To avoid this, be sure you’re only emailing people who’ve given you their email address. While it seems counterintuitive, also be sure to include an unsubscribe link in your email. Giving customers the option to opt out at any time lessens the feeling of being held captive. Plus, if your offers or content are compelling, they’ll happily remain on your list.

7. Discriminate And Use Discretion

Just because you have a collection of addresses it doesn’t mean you should go overboard with the emails. Plan what you’re going to say and how often you’re going to reach out. One way to do this effectively is to create an email calendar that plots out what kinds of offers you’ll be doing when. Consider integrating this calendar with your overall marketing plan for a powerful marketing punch.

Email marketing was one of the first digital tactics available and continues to merit use. By following these steps, you’ll be able to use the medium effectively.