Even though you’re a business owner, you’re also a consumer. Like the customer demographic you are trying to reach via email marketing, there are businesses trying to entice you on a regular basis to visit their sites and purchase products or services.

It’s likely you delete the bulk of these emails. Obviously, deleted emails aren’t effective marketing tools. What makes the difference between an email you automatically delete, an email you open, and the email you click on to visit the website? Odds are the effective emails contain all the following components:

Great Subject Lines

Strong subject lines are the “sine qua non” of email marketing. For best results, use action verbs to draw attention, such as Take the Kids to XYZ. The reader knows exactly what this email offers and responds based on the subject line. Create a good subject line based on a reader’s Fear Of Missing Out, such as “Don’t Miss the ABC Band on Friday Night.”

Get Personal

Not surprisingly, more personalized emails have a higher opening and click-through rate than non-personalized missives. Personalization doesn’t just involve sticking someone’s first name in the email. Instead, segment the email list and provide content targeted at those particular customers. If you’re a clothing store, for example, you can target ads to customers who have purchased certain lines and brands.

Ensure Subject Line Aligns with the Copy

Making sure the subject line is in sync with your email copy may seem like a no-brainer but think about how many emails you’ve received in which that wasn’t the case. You open the email because due to the subject line, only to discover the content is generic or not specific. Keep in mind that opening emails is just the first part of the process – without a click-through, it means little. If the subject lines don’t closely align with the email, you’ve wasted a customer’s time. That might mean any subsequent emails you send are ignored.

Strong Email Copy

Good email copy tells the reader why they are receiving the email and explaining the purpose. You want a catchy introduction, but you also want clarity. The reader must understand the point of the email right away. Always write in the second person –you know how that makes you feel when reading copy.

Explain Benefits

It’s one thing to offer a 30-percent discount on a product or service in your email. It’s another, critical, thing to explain the benefits behind the discount or show why the customer really needs this particular product.

Keep It Simple

No one wants to read a long email message. Get to the point quickly and keep the message simple and the email brief.

Call to Action

Email marketing messages also include Calls to Action. Make the CTA the most easily identifiable part of the email. The design should make any CTA button stand out immediately, with actionable language used in the CTA copy. If your email doesn’t contain much in the way of graphics, hyperlinks make the CTA stand out.