After months of what feels like endless freezing temps, Chicago becomes a madhouse when summer arrives, with Chicagoans soaking up as much sun as possible at beaches and pools. I normally stay away from that crowded scene, but this year I decided I’d give it a try.

First things first—I needed a swimsuit. So I hopped over to the website Swimsuits for All. Shopping there was easy, my swimsuit came fairly quickly, and I loved my brand experience with the company.

Then the emails started. Since my purchase I’ve received a promotional email every single day  from them. I no longer associate this brand as the company that sold me a swimsuit I love, but rather that company that bombards me with annoying emails.

When marketing through email, following a few key steps can keep you from getting on your customers nerves.

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If you expect your customers to take time out of their day to read your advertising you should make it worth their while.

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Subject Lines Count
The subject line is your first impression—and could be the difference between an email getting opened or going straight to the trash folder. Don’t try to trick customers with vague or cheesy subjects like “Don’t miss it! Open this email now!” Instead decide what the most enticing part of your message is and craft a message around it.

Make It Pretty
If you expect your customers to take time out of their day to read your advertising you should make it worth their while. A well designed email piece is easier on the eyes of your clients and helps to effectively communicate your message.

Frequency ≠ Nonstop
It’s important to know your audience, take into account what you’re selling, and adjust your e-blast frequency accordingly—to keep from wearing out your welcome. (Even if you find the perfect formula for how often to send your emails, some people will still want out. Providing an easy opt out is very important.)

Every touch point you have with your audience should reflect your brand, and email is no exception. Creating well-designed and relevant content—and being wise with frequency—will keep you in your clients’ good graces and your communications in their inboxes.