Sparingly used jumpscares. Absolutely do not use them everywhere, nor make your main tactic jumpscares (looking at you fnaf). But they are a good way of getting a cheap scare.

Such as horror movies. Priority 1: the scene, walking home dark at night, its quiet, is dark, its scary. Priority 2: emotional setting, the paranoia of someone following you, or being jumped at. Jump scare (3) a cat runs past you making that weird scream they do. Boom, easy way of incorporating a jump scare

But then, if you have the same cat running past you every 5 minutes. The viewer would think they're watching a comedy more than a horror.

You can then use jumpscares to also dictate the next scene. Following the cat example, the viewer would be surprised and laugh it off. By laughing it off, you're mitigating the scene and emotional setting. But, bring back a trigger (maybe someone looking out on a window while you walk by) and those first two priorities come back and multiply. Now, they're more validated because you've used up your one laugh.