There’s a common adage you’ll hear marketers say: spend as much time promoting your content as creating it. This also applies to your e-mail newsletter. As an important part of your marketing program, emailing your list takes time, effort, and money.

Despite the resources required for email newsletters, 81% of marketers say these types of emails are the primary form of content marketing they use. This makes sense considering that the average person spends up to 5 hours a day checking emails.

Email reigns supreme as a business communication channel. However, writing good emails is not enough to get the results you want. If your goal is to build brand awareness and ROI, you should also do all you can to let people know about your email newsletter.

Here are some tips for getting the word out.

1. Use multiple signup forms on your website

Of course, having a registration form on your website is essential, but why only have one registration form? You’d be surprised how many business websites have a newsletter signup that you need to research. Don’t force people to search. Instead, the listings should appear in a few different places.

Also, popups are notoriously annoying, but they work. AWeber reported that an email marketer received a 1,375% increase in email signups using pop-ups.

Think about signup popups that were effective in getting you to subscribe. Chances are they weren’t boring or overly intrusive. Copy their technique if you decide to use a popup on your platform.

Related: Three Ways to Make Sure Your Newsletters Are Read

2. Promote your newsletter on social media

You own your mailing list, but social media is not so clear. Some brands have been de-platformed and almost all have seen a noticeable decrease in reach. However, when someone subscribes to your newsletter, your emails will go straight to their inbox, provided you follow best practices.

These are reason enough to let your social media followers know about your newsletter. For example, you can use your Twitter and Instagram “About” areas to post a link to your email signup form. Also, you can add periodic posts promoting your newsletter to your social media timeline.

Ideally, your email content is different and more in-depth than what you post on social media. This creates an incentive for people to sign up. Of course, tell people what they’re missing if they don’t subscribe.

3. Mention your newsletters when you are interviewed

PR can be a game-changer, and if you play your cards right, you can maximize all of your coverage. Gaining media exposure allows you to communicate about your brand in a positive light. Other than that, what if you could get your audience to subscribe to your newsletter?

Every time you’re interviewed, find an angle where you can mention your emails. If you’re invited to a podcast or webinar, it’s easy. If you appear in the print media, this may require an additional strategy. However, most interviews are an opportunity for you to promote aspects of your business. One aspect could be your emails if that’s what you’re focusing on right now.

Bonus tip: your call to action will be more appealing if your newsletter comes with an attractive offer. Make it as dynamic and useful as possible for that particular audience.

Related: Facebook Is Building a Newsletter Tool for Freelance Writers

4. Post newsletter reviews wherever you can

If you have physical stores or locations, there are many ways to advertise your newsletter. Wherever your website or phone number is mentioned, include a note “sign up for our newsletter”.

Where else could you mention the newsletter? Sky is the limit. You could have signs at checkouts or checkout wraps, LED tickers, all printed matter and even chalkboards. One overlooked place that involves very little effort is adding a notice to every receipt.

Also, remember to check every email address you add to your list and make sure it’s genuine. I signed up for newsletters from several stores, but never received an email from them. Your subscriber may make a typo or the person collecting the contacts may misread the address and enter it into the system incorrectly. Use a real-time email validator to ensure reach your customers.

5. Use word of mouth to your advantage

One of the most effective ways to promote your email newsletter is through your readers. If you create something of value, they can tell like-minded people about it, but to get them to do it, you need to remind them that they can.

So, in every email, include a note encouraging them to share what they just read. It could say “If you enjoy this newsletter, consider forwarding it to a friend”, and of course every newsletter should have a link to make it easy to sign up. Your subscribers are one of your greatest allies in promoting your newsletter.

The most successful email newsletters are those that involve a good deal of thought. Not only in the content of each issue, but also in the way it is promoted. If you want to create a newsletter that deserves people’s time, that means it also deserves thoughtful and careful promotion.

Related: 11 Must-Read Newsletters for Entrepreneurs