With the current year coming to an end, I thought I would pass along two pieces of advice that would help email marketers boost open rates. Maybe 2010’s 7% open rate was 8% the year before. So what can an email marketer do? Removing non-responsive list members, and fine-tuning the subject line can increase an open rate by as much as 100 percent. I have seen an open rate double by taking two simple steps.

Removing non-openers does not instantly mean more openers, but it does mean fewer non-openers, and the ISP’s will see this as improved engagement, which in turn may result in better inbox delivery. Better inbox delivery = more opens! I suggest you make a clean break from any list member who opted-in six months or more ago and who has not opened your message in the last six months. Now if this seems a little harsh, you can always put these members into a special list and from time to time send them a special message inviting them back by highlighting the value of your marketing newsletter or special email offers. Anyone who opens these special mailings can be moved back to the openers’ pool. Pruning your list of non-openers is suggested by most of the ISP’s as a way to build engagement, which is a key to better inbox delivery.

Working on two aspects of an email’s subject line can convert a quick glance into an open with interest. Take a look at a subject line used in 2010. Draw a line after the 35th character, and ask yourself: in the first 35 characters did I identify the organization and did I build in some urgency? If the answer is not yes and yes, then chances are people are skipping over your message. Here are a couple of examples that have urgency and identify the sending organization.

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Keeping the subject line short and to the point will also help list members who are viewing your messages on mobile devices that sometime truncate subject lines. A great way to know if your new subject is effective is to give it a test with a small segment of your list. If you see an increase in the open percentage, then you have a winner.

So what are you waiting for? Trim the dead weight from your email marketing lists and give a new subject line a try. The ISP’s will see a higher open percentage – resulting in more favorable inbox delivery, you will see a higher open percentage, your list members will see your messages, and you will see a greater return on your email marketing investment.