While email marketing might seem like the sort of archaic, old-school internet fad that should have died out by now, it is surprisingly still effective. It does significantly better than social media marketing, event marketing and display marketing–it outranks them all. Email marketing is vital to an online business’s success, now more than ever. But there’s always room for improvement, even in tried and true methods.

1. Keep Them Separated

Your subscribers are nuanced individuals with different interests who just so happen to overlap at your business. Some of these subscribers are there because they want to hear updates on the status and mentality of the business, while others are just sticking around for the coupons. Some of them are just looking for some cool events to attend in the name of your business. By figuring out which subscribers are interested in what, you can segment your email lists accordingly and get better results.

2. To Image or Not to Image?

Surprisingly, studies have shown that people prefer text-only emails. When emails are cluttered with images and clickable boxes, they seem overwhelming and annoying. Instead of overdoing it with every email you send, try keeping things simple and direct. Use plain text formatting and add obvious links to relevant content. There is no need for flashy images and graphics, especially when the majority of email platforms block images in emails automatically.

3. Let The People Respond

People don’t like to open emails from do-not-reply addresses. They just don’t. It feels artificial at best and irritating at worst. Instead of using such a superfluous method, send emails from an actual person at your business. Make sure people know they can reply. You’ll be surprised by how many people are excited about the prospect of being heard. Everyone wants a voice, and by giving them an outlet plus a topic, you’re solidifying the relationship they have with your business.

4. Mobile-Friendly Is The New Vogue

If your emails aren’t mobile friendly, guess what? They aren’t going to be opened. People spend all of their time on their phones, checking Facebook and Twitter and, yes, their email. People still use their computers for email, but most mobile versions of email platforms make it far easier for people to examine their inbox without a hassle. They can quickly check and delete virtually anything, and if they can’t figure out what your email is about in a split second, bye bye. That email is deleted. It has never been more important to keep your emails user-friendly, and in this day and age, that definitely means making them mobile-oriented. Limiting your subscriber views to just those that happen to check their email on their computer that day would be a big mistake for the future success of your company.

5. Hook, Subject Line, And Sinker

When it comes to emails, it’s all about the subject line. Some people have the ability to see the first few words of an email, depending on what platform they use, but for the most part, people are only going to see that subject line. That means you have to say something compelling, witty, engaging, and informative enough that people immediately click on it to find out what is going on. They have to want to know what sort of content they will find within the confines of that email, or else they’ll just delete it alongside everything else. For improved success, make sure your subject lines are short and to the point without being boring or dull.

Ultimately, email marketing can be very lucrative and successful. Using these tips, you should be able to increase your read rate and conversion rate rather quickly. While many marketers avoid email marketing, there are plenty of successful marketers that have embraced email as another portal for conversion success. It is time to reconsider email marketing as a viable way to connect with your customers.