by Martin Lieberman - When people are first introduced to email marketing, they are thrilled to find that they can get detailed reporting that tells them who is (or isn't) opening their emails and what they're clicking on. But then they take a look at the open rate report and it brings up more questions than it answers.

This morning when you opened your email inbox, did you notice that some emails immediately jumped off the page at you, demanding your attention? Maybe there was a message from your boss, something from a coworker or a key customer that needed your assistance, or a newsletter from a store that you love.

Some emails get your immediate attention, while others are flagged for later or go relatively untouched. A compelling subject line can make all the difference.

The subject line of your email is your first opportunity to engage your readers. In fact, according to a 2007 Jupiter Research report*, more than one-third of your readers will open your email based on what you write in your subject line.

And when they open, you are only part of the way to your ultimate goal of getting them to take the action you desire, such as clicking-through to your website, picking up the phone, or registering for an event. This is where the "call to action" (CTA) in the body of your email kicks in. A strong CTA can inspire higher sales, clicks, or whatever results you are striving for.

You know the challenge you have as an email marketer: to make your emails as relevant as possible to those receiving them. The first step is to segment your list into groups. The next step is to create relevant email campaigns for each targeted segment. This approach to email marketing allows you to focus on the specific needs or interests of each group.

Your email list is one of the most important assets you have, and a high-quality list is worth its weight in gold. What exactly is a quality list? It's made up of valid email addresses to which you have clear permission to send specific content.