Even though these days, the use of email is less widespread among businesses than it was in the past, it remains a highly lucrative marketing tool. Email especially works for companies that are looking to raise awareness of their brand.

Businesses of all types continually learn to embrace technology, and as they do so, many of them discover (or re-discover) the essential benefits of email marketing. In particular, certain small businesses have effectively harnessed the power of email marketing and as a result have seen incredible growth.

In the US alone, email marketing has generated 4,300 percent return on investment for businesses. It has also been consistently ranked as the most effective tactic for raising awareness, acquiring customers, and producing overall business growth.

The tactic is by no means new. Since the majority of companies use email to market their products, the high volume of emails that’s likely to flood most of your customers’ inboxes, can make it hard to stand out.

The best thing to do is take it one step at a time, and stick to the classic dos and don’ts of email marketing. If they don’t come instantly to mind, here they are.

1. Do Craft Solid Subject Lines

Effective subject lines in email marketing must be irresistible if you want customers to open your messages. Ideally, the headline should be a story or some kind of offer that will lure customers and make your email stand out from all the other promotional traffic in your prospective customers’ inboxes.

2. Don’t Send out Simple Sales Pitches

There’s nothing wrong with emailing a sales pitch, but that’s not the only thing your emails should contain. People readily grow tired of simple sales pitches. But if they’re combined with useful news, entertaining blog posts, or a comic meme, a sales pitch suddenly grows more appealing to many consumers.

3. Do Focus on a Single Topic

Simple is always better when it comes to catching the eye and heart of a customer. Filling your emails with a variety of offers, promotions, links, visuals, and other crowded content will tend to get confusing. Pick a single topic, and stay on point with it.

4. Don’t Include Offensive Content

Don’t forget that your business’s name and reputation is attached to every email you send out. You never want to give the impression that your business is unprofessional or insensitive by sending out offensive or hateful content, even if it appears humorous to you.

5. Do Include a Call to Action

Far too many startups operate their entire email marketing campaign without including a single call to action. This is one of the most important elements of a successful email campaign.

If they don’t receive a clear directive, many potential buyers aren’t sure what to do with the email you sent. That makes it too easy for them to move on to the next thing, and certainly won’t lead to conversions.

Including calls to action in your emails is key to customer acquisition.

6. Don’t Resort to Spam

Surely everyone’s heard of the term spam, but if you aren’t sure what it implies, “spam” essentially refers to emails sent out to every email address in your entire system, whether or not the recipients ever gave you permission to contact them for any reason, let alone promotion of your products or services.

This makes your brand look cheap and desperate, and most email inboxes filter through spam files, anyway, so many of your users will never even see your email. It’s best to focus on maximizing the email accounts you have, and customizing the content you send to people.

Seek to expand your strategy only through honest efforts.