Email remains one of the most effective marketing tools, especially when you use it to nurture existing customers and prospects. In fact, according to a recent study by Marketing Land, email marketing is 40 times more effective than social media when it comes to driving customer acquisition. So, it’s worth taking the time to make sure your emails are performing at their best. To help you, we’ve compiled some of the top email marketing tips to increase engagement and conversions.

The first step to creating engaging emails epost marketing tips is making them look attractive. Plain text can be boring, so add images and GIFs to catch readers’ attention. Emails should also be optimized for mobile devices and feature responsive design. Use a clean layout, varying font sizes and alignment to establish visual hierarchy. Finally, be sure to include a compelling call-to-action (CTA) that is visible above the fold and links directly to a relevant offer.

Another email marketing tip is to personalize your emails to create a sense of familiarity for your audience. By incorporating your brand’s logo, colors and design, you can establish a consistent voice that builds recognition over time. In addition, email personalization allows you to target your campaigns more effectively by sending offers and content that align with the interests of your audience.

For example, you might send a birthday greeting to your list and offer them a discount on their next purchase. You can also personalize your emails by including the subscriber’s name in the subject line or pre-header text, a tactic that increases open rates by more than 20 percent.

Once you’ve personalized your emails, the next step to effective email marketing is keeping them short and to the point. Many consumers read their emails on their mobile device, so you’ll want to ensure that your emails are easy to scan. Keep the copy to about 50 words or less, and consider directing readers to a blog post or landing page if they need more information.

A final email marketing tip is to remember that your audience wants to hear from you in a friendly and approachable tone. Talking to them as if you were talking to a friend helps your emails feel more authentic and encourages subscribers to engage with your brand.

Lastly, it’s important to follow all applicable email marketing rules, including CAN-SPAM and GDPR regulations. You should also never buy an email list, and always offer a double-opt-in and a way to easily unsubscribe from your emails. With these email marketing tips in mind, you’ll be well on your way to engaging and converting your audience.