What’s the quickest way I can improve my e-mail open rate?

TARGET PROSPECTS WITH REPSONSIVE EMAIL LISTS

As an internet-technology company, BioInformant generates unique, targeted lists of prospects based on research focus, research institution, geographic area, and other criteria. BioInformant's email lists provide the leads you need for your campaign. View Targeted Email Marketing Lists...

ANSWER: According to a recent study by BioSurvey, 55% of e-mail recipients opened a message because the subject line clearly stated the offer. Unlike a newsletter headline, the subject line of an e-mail is self-sufficient and does not rely on page placement, layout, size or even font to interest recipients.

Therefore, a subject line should be treated as the most important component of the email, with a single purpose - to get recipients to open the e-mail. Several key characteristics should be considered when creating an effective subject line:

• Clearly state the offer in the subject line, and make sure it appeals to the target audience. If this means segmenting your campaigns into smaller blocks, then it’s worth the effort to ensure the most effective subject line is used.
• Use message personalization. Despite some spammers occasionally adding names to subject lines, most people still consider personalization to reflect effort being put into the correspondence. Tests show that personalized subject lines perform better, so mention personal information such as name, job title or recent purchases to create effective, personalized subject lines.
• Place the most powerful information at the beginning of the subject line. Many e-mail clients and most PDAs display only a small part of a subject line. The first few words need to be the most important, and should include the leading offer and as many other elements as feasible given the space constraints.
• Offer answers to customer needs. Use information you know from customer purchases or other requests in the subject line. These should be tailored messages that reflect time of year, time of service, times since last contact, etc.

Because of the disproportionate importance of the subject line, it should be frequently tested before and after use to monitor what produces the most effective results. No matter how enticing an offer is, if the subject line isn't well structured, the e-mail campaign is unlikely to meet its performance goals.

Since prospective clients can't read an e-mail message that’s not opened, creating a self-sufficient, communicative subject line should be a top priority for any life science e-mail marketer.

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