Email is useful when customers have given permission and the message is worth opening. Start with a clear reason to subscribe: new product updates, practical guidance, service reminders, or a monthly offer.
Collect only the information you need and explain what people will receive. Use a recognizable sender name and a subject that states the benefit. Keep one primary action, such as viewing new stock, booking a service, or reading a guide. Link to a relevant storefront page instead of sending everyone to a generic homepage.
Separate customers from prospects where possible and stop sending to people who unsubscribe. Measure delivery, clicks, enquiries, sales, and repeat purchases. Do not judge a campaign only by open rate. A smaller list of interested customers is more valuable than a large list that ignores or reports your messages.