Before you start flooding inboxes, keep the following best practices in mind.

Frequency matters. According to research by Chadwick Martin Bailey, 69% of consumers unsubscribed from emails because they were sent too frequently. By sending too often, you risk losing your leads and any revenue they may have brought with them.

Additionally, about 53% of emails are opened on mobile devices so it’s important your message looks just as good on a smartphone as it does from a desktop by using an email template optimized for both.

For firearms dealers who offer e-commerce, another effective email marketing tactic is sending abandoned-cart emails to retrieve your lost potential for transactions. Sending three abandoned-cart emails has proven results of 69% more orders than a single email (Omnisend, 2018).

Abandoned-cart emails are one of the most effective for boosting revenue, particularly for female consumers considering they are more active online shoppers than men.