Even amid the explosion of digital marketing technologies over the past few years, marketers keep returning to email. The reason is clear — for the 10th consecutive year, email is the highest ROI-generating channel for marketers. For every $1 invested, email marketing returns $38. It’s 40 times more effective at acquiring new customers than Facebook and Twitter combined.

That said, email marketing today is far different than it was in 1995 when everyone was using AOL and Gmail was just a sparkle in two young engineers’ eyes. Modern marketers looking to engage customers, differentiate their brand, and grow their businesses need to live and breathe these five new rules of email marketing.

Long live the DIY marketer
The rule goes something like this: first technology makes things possible, then it makes things easy. We’ve hit that point in the marketing technology continuum. Sophisticated technology processes that were once left to the IT professionals are now possible for every marketer in any business or industry. Companies like Optimizely, Squarespace, Unbounce, and Shopify are leading the DIY marketing revolution. Complex tasks that used to take weeks (or even months) and an entire IT staff to accomplish can now be done in minutes. Marketers now own their destiny — and that means there’s no excuse for any marketing communications, including email, to be off-brand or off-message.

Read more: 5 rules for the new era of email marketing

Sending out an email newsletter may seem like an easy task, but if you think that all you have to do is make a template, add in new content and hit send, you’re not likely to see the results you want.

Email marketing requires a lot of careful planning and work to be effective, but when it’s done right, it can drive traffic to your website, increase your customer base and boost sales. So how can you make the most of your email marketing campaigns? It’s all about getting to know what your subscribers want, creating quality content and taking advantage of all the great email marketing tools at your disposal.

Ready to improve your email campaigns? Here are five great email marketing tips from entrepreneurs and digital marketing experts.

Read more: 5 Fast Fixes to Jumpstart Your Email Marketing Strategy

Like any relationship, your relationship with your customers is built on trust and communication. Happy customers equal a more successful business. Email marketing can help you get there, but only if you’re doing it correctly.

Here are seven simple ways you can use email marketing to build profitable customer relationships:
1. Be Consistent

Imagine if you went for weeks without hearing from your significant other. You wouldn’t like that, would you? Your customers appreciate consistent communication, too.

To stay connected, send them a regular newsletter. And if you say you’ll send a weekly newsletter, make sure you deliver it weekly. If and when they have a problem that your business can solve, you’ll be the first person they turn to.

Email autoresponders (aka follow up messages) are another great way of staying in touch on a regular basis. The key advantage is that you can automate these so they go out to every new customer at a set interval.

2. Get Personal with Your Messages

Having a relationship with your customers means you know who they are on a personal level. Segmentation is a great way to make your email marketing personal to your customers.

It starts with gaining an understanding of who your customers are, what their needs are, what struggles they experience, and what success looks like for them. A great example of this is Marcus Sheridan, who successfully launched a fiber-glass pool company in the midst of an economic slump, thanks to his ability to understand his clients’ needs and meet those needs with education.

Send your customers highly relevant content that satisfies their needs and interests, and there’s no telling what you can accomplish.

3. Be Clear and Direct

There’s nothing more frustrating that not knowing what someone wants. Being clear and direct in your emails to your customers only strengthens your relationship. When they sign up to receive emails from you, tell them exactly what they can expect to receive from you. When you send them emails, make sure you tell them what you want them to do with a clear call to action. Try to keep your calls to action to a minimum in your messages.

4. Provide Relevant Solutions

This one ties back to being personal. The more you know about your customers, the better equipped you’ll be to provide them with the content they’re looking for.

Before you hit “send,” ask yourself, “Does it serve me or my reader?” If it’s not serving your reader, don’t send it. Find a way to make what you want match with what your customer wants.

Another great way to strengthen customer relationships is to ensure that your customers know you value them. Who doesn’t love to feel important and appreciated. By rewarding your customers with exclusive content, information, discounts, etc., you deepen the relationship you have with them.

Read more: How to Build Profitable Customer Relationships Using Email Marketing

More than 122 billion emails are sent every hour, demonstrating that email is a powerful medium that will continue to be a reliable method for companies to gain and retain customers.

With that staggering statistic in mind, marketers must master the art of engaging content when competing with a cluttered inbox.

Unfortunately, some marketers still dilute ROI by engaging in email marketing practices that are hurting business.

When refining your email marketing strategy, consider leaving these deadly practices behind.

1. Hiding Opt-Outs
2. Designing for Desktops
3. Neglecting Visuals
4. Forgetting About Social
5. Ignoring Lead Generation

Read more: Five Email Marketing Practices That Need to Die