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Email marketing is a foundational aspect of modern day marketing.

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In fact, you’d be hard pressed to find a brand or company that hasn’t relied on email or electronic newsletters at least once. It’s one of the first steps to really engaging with your customer base.

With email, you have a direct link to your market, and can bring your products and promotions right to your customers’ virtual doorsteps. In the decades since its inception, effective email marketing has become more sophisticated and deliberate than simply sending out messages to a mailing list. If you want to do more with your mail campaigns, then here are a few simple tips to elevating your email marketing. There are several options when it comes to Email Marketing. My person favorite is ConvertKit, but with Email it is definitely not one size fits all. Study the 12 Best Email Marketing Services to get to know several that are out there.

Study Your Approach

The first thing you’ll need to do before getting started with your email marketing campaign is to study your approach. What are you promoting? Who is included in your market? What are the objectives of your email, and where does it fit in the overall strategy of your company? There are several types of advertising emails and their strengths and weaknesses. These include welcome emails, product feedback messages, newsletters, seasonal campaigns, and more. Email marketing isn’t a one-time deal, so you’ll need to ensure that you’re sending out appropriate and timely messages to your customers. The more personalized and relevant your emails, the more likely you’ll be able to pull in returning customers.

Go Beyond Cookie Cutter

We’ve grown beyond sending out simple, text-filled emails about which products and promotions are currently available on your site. Customers expect more from their brands, and brands should be able to give them that. Don’t just rely on a standardized message that you send out like clockwork— really try to personalize the experience for your customers.

For example, you can try tailoring your emails to relevant events like seasonal activities, holidays, or more. You can even try going the interactive route, which Kapost found generates two times the engagement of static posts. Create emails that are personal, engaging, and relevant, and you’ll find that effort returned in engagements.

Optimize for Mobile

Another thing you can do to ensure an effective email campaign is to make sure that it’s optimized for viewing on most devices—particularly smartphones. There are nearly three billion smartphone users all over the globe, with numbers set to climb in the next few years. Whether you’re a fledgling business or a more established company, you’ll want to make sure you can reach out to your customers even when they’re on the go. Business News Daily reports that 3 out of 4 people are more likely to delete emails that don’t display properly on mobile within seconds. Not optimizing for mobile doesn’t only mean that you’re missing out on responses, it could also lead to poor impressions. You want your company to look relevant and engaging, and mobile-friendly emails and promotions contribute to that.

Combine Email with Other Channels

Finally, one of the best ways to elevate your email marketing campaigns is, paradoxically, by turning to avenues other than email. This doesn’t mean abandoning email entirely, of course. You can use other techniques in order to strengthen your overall campaign. With over 91% of companies investing in omnichannel approaches, neglecting a multifaceted campaign might do you more harm than good.

According to information compiled by Triadex Services, an omnichannel approach can increase customer loyalty, allow for better data analytics, and increase brand visibility. You can use methods like social media marketing, direct mail marketing, and digital advertising alongside email marketing to present a cohesive, unified brand image. The weakness of email marketing can be addressed by the strengths of other techniques, and vice versa.