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You can never have too many email subscribers. A bigger list means not only a greater reach for sharing news, new products, or special deals; it also means a more diverse, varied audience which you can segment to incrementally increase the effectiveness of your email marketing campaigns. Still, getting more email subscribers is easier said than done. With user skepticism toward the value of email signups and privacy restrictions in place, increasing your email subscribers can seem tough—but it doesn’t need to be. The five tips below will help you get more email subscribers and expand your digital reach.

While content is certainly important for your email marketing, it’s important you not overlook the importance of good design. This is because design is essential to the success of your campaign in a number of ways. First, good design accommodates ensures your email marketing remains legible no matter the type of device they’re using. Responsive design, for example, is an email marketing technique that will adapt your email’s design to different screen sizes.

What is email segmentation? Simply put, list segmentation is the practice of dividing your email subscribers according to demographics or their behaviours. This allows you to send different messages to different types of people in your audience. Demographics you might use for list segmentation includes things like age group, gender, geographic location or where and how subscribers signed up. An example of segmentation best practices using this strategy would be for a toy store to target families differently depending on their children’s ages.

Email subject lines are incredibly important—they might be the most important element of your email marketing campaign. This is because subject lines make the first impression to your readers: it’s what they base their decision on for whether they’ll open an email or send it straight to the trash. What’s the point in investing all that time into your campaign if no one’s actually reading it? Unfortunately, it’s easy to fall prey to several subject line mistakes, which you should avoid by investing in subject line best practices instead.

This year, have shoppers fall in love with your brand by designing an irresistible Valentine’s Day email campaign. A good Valentine’s Day marketing campaign fits any ecommerce or retail business, not just those that cater to gift-giving, sweets or other things we associate with the holiday. For example, 19% of shoppers get a Valentine’s gift for their pets, while many others show their appreciation to friends and family beyond just a romantic partner. And if your business is especially niche, don’t take it as a disadvantage—consider how you might reframe Valentine’s Day as letting your customers gift themselves (don’t forget all the singles out there!).

One of the best strategies to increase your digital marketing prowess is through a/b testing, also known as split testing. A/b testing is a relatively simple process for determining how you can design content—whether on your website, social media, email and more—that your customer base reacts most enthusiastically to.

Imagine if you could digitally track your customers’ offline behaviors in addition to their online ones. It might sound too good to be true, but modern mobile technology makes it possible. With geofencing, marketers can target and track customers’ visits to or through specific locations: just like it sounds, the technology lets you set a virtual fence around an area to collect data from. Geofencing marketing allows businesses to track areas of many different sizes: specific addresses, postal code, city, state, business category/chain or even media market.

It’s the holiday season, and to say that it’s time to tailor your e-commerce marketing accordingly is an understatement: last year, 78% of shoppers used the internet to research holiday shopping, and over 129 million UK visitors logged in to retail websites on Boxing Day alone.

One great way to tackle holiday email marketing is to throw a 12 Days of Christmas event. This is a fun way to reach customers and help them all throughout the holiday season, featuring gift ideas and timed sales that build urgency as well as make life easier in preparation of the big day.

Marketing automation uses software to automate repetitive marketing actions. This includes email messaging, social media responses, web actions and more. Marketing automation saves businesses time and money: on one hand, marketers are able to get more work done by letting the software handle repetitive tasks. On the other, many marketing automation scenarios exist to provide targeted offers and reminders to user segments by responding directly to their activity.

What are marketing automation services, and what do they do? Simply put, marketing automation services automate several actions across various types of campaigns. It’s increasingly difficult for marketers to keep track of and respond to their growing list of leads. Marketing automation makes it easier for them to respond to leads’ actions automatically—whether it be an email trigger, web trigger, social response or more. This makes marketing automation services ideal for inbound marketing and nurturing leads.