Another email, another eye roll. Do our phones ever stop dinging? When email first made its big debut back in the 90s, it was exhilarating to hear that sweet melody along with “you’ve got mail!” from AOL. Now, you probably hate email. We do too, but we’d also be a little disoriented if we didn’t receive our daily e-newsletter to catch us up on what’s happening in the world or hear about a flash sale from our favorite company. We may say we hate it, but it’s absolutely necessary – for consumers and for marketers.

With Facebook’s algorithm only showing posts to 2-10 percent of your followers and the average tweet having only a 24-minute lifespan, email marketing is proving to be the better solution. It’s the best way to directly connect with your audience and make sure they’re receiving your latest news. If done right, email marketing can be a game changer for your business. Here are some tips to make sure your email marketing is as effective as possible.

Make it mobile-friendly
As the number of mobile-users continues to rise, it’s crucial that your content is readable on the small screen. If consumers have to scroll from left to right just to read a line of text on the page, they’ll assume it’s not working and move on. Be sure your messages are mobile responsive.

Make it creative
People love taking pictures (no, not just selfies), and science proves that they enjoy looking at them, too. Hubspot reports that visuals increase a person’s willingness to read a piece of content by 80 percent. So, add a video, an infographic and lots of photos. Present the text in a fun way! Remember, visual content is king.

Make it relevant
Don’t just send an email because it’s the time of month that you normally send an email or add a photo just because visual content is more effective. While it’s important to be consistent, make the content matter to your readers, or they won’t read it. The content in the email needs to be relevant to your business and the consumers you want to reach. Send two tailored emails to two separate groups if you need to – adjust the message to fit the audience.

Don’t be annoying
Never, ever, ever buy an email list. The people on that list don’t want your emails. They’re hitting delete as soon as they don’t recognize the name. On the off-chance that they do want it, it’s probably in their spam folder, unopened for them to never see. Build your list organically, just as you would a social media following.

Give it purpose
Remember the goal here. Whether it’s announcing a social media contest, a flash sale or an upcoming event, make sure there is a call to action – a link to the website, a statement that says, “Contact us today!” or a social media share button. Buttons are hard to not click.

No matter what they say (and what you say), email marketing is still very much alive – despite the annoyance and interruption to our daily lives – and it’s likely to be a trend for years to come.