When a customer subscribes to your email list, they expect value to be provided in some capacity. And, odds are, your business is not the only one they subscribe to. Over 281 billion consumer and business emails are sent per day, and it’s likely that a majority of those go unread and are instantly deleted by the receiver.

With so many emails being sent, what can you as a business owner do to ensure yours stand out from the rest, and increase your chances of them actually being read? To captivate your readers and keep them coming back for more, here are a few tips on how to write engaging email content.

Personally Address Your Emails

Consumers in today’s complicated retail landscape want a certain level of personalization. They want to be shown that they are appreciated and that their unique needs are being met. You want to help gain your reader’s trust and get them to like your business and the content that you’re pushing out.

A great way to add some flair to your emails is to personally address them with the receiver’s name in the subject line. Most email marketing software has this capability, including Mailchimp. It’s a small personal touch, but it can go a long way, as personalized emails deliver 6x higher transaction rates than those without personalization.

Create a Unique Subject Line

Your subject line is arguably the most important part of your email, as it’s the first thing your subscribers will see. Your email could have the most interesting content in the world, but if the subject line is poor, then your readers won’t be intrigued and will skip over it or delete it.

In order to grab their attention, you need to create a subject line that’s unique. A few tactics to remember are to keep the subject line short and to the point and to be clear about what information or value you’re providing. You can also try to create a sense of urgency, especially if you’re announcing a limited offer or exclusive sale.

Presenting a question within your subject line is also a great way to engage readers. Think of the questions that consumers may have about your business, they may then be compelled to open your email and learn the answer.

Showcase Your Value

As a business owner, you know the unique value that your emails can provide, but the recipients do not, and it’s your job to show them. Focus on your customers, learn more about them, like their wants and needs, then determine how you can meet those needs through email campaigns. The more you learn about your customers, the better you can segment the emails that you send based on their unique preferences.

Share customer testimonials, help solve a problem or product demonstrations within your emails. Content like this will highlight your experience in your field, help build trust with your customers and keep them coming back for more.

Develop Your Voice

Your emails are an avenue for communicating with your customers. Use this opportunity to develop your brand’s voice and personality. Think of the things that differentiate you from your competitors and the areas that your most passionate about in regards to your business, then highlight those components within your emails.

For instance, if you’re a salon owner who offers a one of a kind hair treatment, tell your customers about it. Or if you’re a deli that sells a unique sandwich, offer customers a glimpse into what it looks like. Whatever makes your business unique, tell your subscribers about it through email.