When people check their emails, often they are on high alert for responses they’ve been anticipating, work-related messages and a brief skim through anything that’s relevant—including newsletters. It’s easy to say, “I’ll come back to that,” and then leave an email to collect dust in their inbox. So, how do you make your newsletter stand out from the rest? Here are tips for experts on getting opens.

Make it personal.

People crave authenticity in a world where almost everything is automated. A clinical email may come off as cold, and that can feel off-putting. A simple “hi guys!” is better than a subdued “hello.”

Set aside time to focus solely on the newsletter.

If you’re simply regurgitating information or phoning it in when you write your email, readers will be able to tell. You might be juggling 20 tasks at once, but newsletters are your time to connect to your entire audience. Take an hour to put in research; write, edit, then re-write. When you think you are finished, go back and add your voice to it—see step one.

Keep it relevant.

It’s easy to go on small tangents, but people read your emails for key nuggets of information. Don’t bury them within walls of unrelated text. If your newsletter is full of information, but there are key points being made, consider underlining or bolding them so they stand out.

Hyperlink resources.

Sure, people can Google, but the chances are low that they’ll take the time to look up something that doesn’t pique their interest. Do everyone a favor and hyperlink that study you’re referencing.

Add a dash of color.

Reading too much black and white can feel bland. Add a dash of color here and there—for example, use red for headings rather than a bold black to spruce it up.

Add visual media.

Everybody loves a good picture, and it can be a nice break from plenty of text. If you can find one that fits in with the theme of your email, use it!

Stay consistent.

Whether your newsletter is weekly or monthly, consistency is key. Use the same color scheme and organize the information in a similar fashion. Essentially, you want people to be able to look at your email and immediately know who it’s from and what they’re about to read.