Customers open emails they connect with and those, which sound relevant. So, the first thing you need to do is to understand your customer’s expectations and things that matter to them the most. Focus on the value you create for the customer and the benefits you are offering.

There are various ways in which you can grow your own opt-in email list. You can ask for email addresses from customers when they visit your website and in return provide them with some deliverable like e-book, whitepaper, etc.

Subject lines should be striking and personal. This way it generates the desire to open the email. Don’t forget to make it short and have a message that matters to the audience. You have only 3-4 seconds to create an impact. 

Sending an email once a month helps to create your presence in someone’s mind. Twice or three times a month develops a connection. But, when you send emails four times a month it creates consistency. However, email frequency varies from industry to industry and you need to keep testing in order to know what works best for your brand.