You know what you rarely hear in a business setting: I’ve always been a big fan of email. Well, I have. It plays to my strength as a writer and consolidation hasn’t stripped the design down to Apple or Google-approved little boxes as we have seen in display, native and other elements.

That same freedom in email does separate the awares from the aware nots, though. Those who know the secrets of good email thrive. Others create oceans of terrible emails, which fuels the consternation around the category.

Fear not. Here are four things you can do to deliver a stellar email.

Don’t Make People Hate Email