As with most marketing tactics, the effectiveness of email has been questioned time and time again. But here’s the reality: In our mobile-focused, uber-connected world, people are paying attention to what pops into their Inbox. So how do you up the chances that your message gets opened? Start with a quick, compelling subject line. A study from Retention Science featured on the Direct Marketing News website finds that subject lines with six to 10 words generate the highest open rates (21%), and those with a question mark have a higher open rate (by 44%) than ones with an exclamation point. As for body content, keep it concise and on-point and don’t forget to include a call to action. What about rules for sending? Make sure you’re targeting the right people and taking timing and frequency into account. Email is still a very effective tactic if you have a solid strategy.