The unsubscribe list of your email marketing data is the last place you want to see an increase in numbers. To keep this to a minimum, you have to create emails that draw your readers in and keep them coming back. Here are a few tips for creating powerful emails that can help engage new customers and retain current ones.

Offer a freebie. Offering a free resource doesn’t have to cost you money. Get creative and find things your customers can use. Attach a downloadable menu planner or a free stock image to your email. It doesn’t necessarily have to be tangible to be useful.

Include reviews. When polled, 70% of Americans say they look at product reviews and 63% say they are more likely to make a purchase if product reviews and ratings are provided. Drop of a couple of customer testimonials in your email. Use the power of social influence.

Use current events. Holidays, local events, and national news are all ways that you can help engage your customers. If you can somehow relate your products or services to a current event, try it. Even if they don’t directly correspond, you’re at least showing your audience that you are actively involved in your community happenings.

Stay above the fold. Be sure to place all crucial information at the top of the email. This way if the receiver doesn’t scroll down, they will still get the necessary information. Include company name, contact information, a call to action, and some kind of eye-catching graphic.

Tell them what to do next. Make sure you have a call to action. And make it easy. Have links to an online store or offer a coupon that links back to your website.