I haven't been posting here much, but I've been doing a lot of writing on business and health care recently. I'm going to get back to using this as a forum for some of the things I've been learning as we build up CareDash.
One recent finding was that we were able to improve open rates 2-3% on several of our newsletter and doctor review notification emails at CareDash.com by adding and the optimizing pre-headers (the short text preview after the subject line in many emails). The pre-headers look different on the various ISPs so it is very important to take the time to optimize for each and separately render them. The ones that worked the best were call to actions under 7 words long. It can almost be like a haiku writing exercise for your internal team, a great exercise in writing concisely. At enough volume, you can A/B test many to get the best results.