1. Focus on consumer benefits.

Lots of brands love to talk about how amazing their products are and what makes them so special—but not enough talk to consumers about what they can do for them. Hook your consumers in by speaking directly to their issues and needs, rather than simply listing your product benefits. For instance, don’t focus on the features of a garment or beauty product, but on the way it makes a woman look and feel.

2. Mix it up.

Keep your audience interested by changing up the content of your marketing emails. For instance, mix in educational pieces that tell consumers how to incorporate their products into their lives among with emails on press hits, sales and product launches. Consumers will tune out if your emails are always pushing product in the same way.

3. Consider the experience.

When someone clicks on an email, they expect to land on a web page related to the message or product they clicked on. If they don’t, they’ll likely bounce. And if they receive an email that doesn’t look or sound like your brand, they may not click through at all. By aligning email creative with your website and ensuring links go to an appropriate web page, you can boost click through rates and conversion.

4. Capture email addresses.

Add a pop-up to subscribe to emails on your website. You’d be surprised how many brands miss this opportunity. We’ve found that consumers typically don’t mind them. They simply close them out if they’re not interested. But if they are interested, you’ve just opened up a valuable stream of communication. Adding an offer, like 10% off a first order, can really boost results.

5. Find the right frequency.

How often you should email your audience depends on a few factors like the range of products or services you offer, consumer brand loyalty and how well you can switch up the content. Too few emails, and you may be missing opportunities. Too many, and you’ll start seeing a decrease in results and an increase in unsubscribes. We typically recommend one to two per week depending on the brand.

6. Cross-promote with channels.

Don’t forget that consumers who have clicked that “Like” button on Facebook or are following you on Twitter may not have signed up for your emails. They’ve already expressed interest, so why not ask them to do it again? Post a polite or clever update asking them to sign up, and consider adding an offer. You can also do the reverse and pump up your social media following through email.