Even though social media seems to be king right now, good old-fashioned email is still important to your business. As with anything else, there are right and wrong ways to use email. People respond when you treat them like people (surprise!) and cater to their needs. Aside from sending emails about sales or special deals, there are a few more things you can do to step up your game.

Make It Personal. Personalized emails garner a better response from customers. Basically, just include the customer’s name in the subject line. It’s that simple. “Hey Dan, we’ve got a deal for you!” Emails that look like that in the inbox have a 29 percent higher open rate and a 41 percent higher click rate. Oh, and double the transaction rates. Kind of the whole point.

Real-Time Email. New technology is making it easier for you to target customers when they are in prime position to buy your stuff. Geo-location information on cell phones allows you to send a loyal customer a coupon via email when they are near your store.

Don’t Spam. The last thing you want to do is get on a customer’s nerves with a ton of email blasts. Make your emails count and only send them when they’re relevant. Sales and celebrations would qualify. Try sending birthday and other congratulatory emails with deals just for them. It’s just one more way to make your customers feel special.