Main Subject - Internet and Businesses Online

How important are the 'From' and 'Subject' lines? In short: Very important.

These are the factors which will decide whether your email gets delivered to the inbox or to the junk mail box.

From Line

Generally speak

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ing the 'From' field is used by both the recipient and the spam filters. The recipients uses the 'From' field to determine whether to delete the email whereas the spam filters check to see if the email address has been 'whitelisted'

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

i.e added to the contacts list) to determine whether to deliver the email to the inbox or not. Some factors to consider:

Whitelist. Ask your readers to whitelist your 'From' name. They simple have to add you

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

r 'From' name (& the associated email address) to their address books/contacts. This then paves the way for your email to be delivered to their inbox, not their junk mail box. For this reason, you also need to ensure that the email a

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

dress which is used is the same each month. For this reason, you may decide not to use an individual's email address (as staff can come and go), but a generic address such as newsletter@. Of course, it goes without saying that the re

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ly address (which in many systems, can be the same as the 'From' address or a different address), needs to be attended.

Who is the email from? Whether the email should come from a person in the Company or th

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

e Company itself is best decided by you. If it is a person, then the person should be identifiable with the recipient - but also believable. It is no use sending a personalized email to a recipient from the CEO of the company if it i

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

obvious that the CEO did not write it. You will lose credibility by doing this. If it is a person, then they need to be accessible - either via email or phone. By sending it from an individual, you are presenting a personal communic

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

tion, which needs to be supported.

If you decide to send it using the Company's name in the 'From' field, then you need to be sure to use 2 words. For example, our newsletter, EzeNews is sent out from 'Ezema

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

il's EzeNews'. The reason for doing this is simple. Email was design to be sent from one person to another and the 'From' field was designed to contain a first name and a surname. And so, spam filters expect there to be 2 words withi

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

the 'from' field and can penalize your deliverability of there is only one word within this field.

Have procedures in place. If you are off sick or on holidays, and someone else is doing the newsletter for

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ou, have the basics on hand. For instance, last week I received a newsletter which I regularly look forward to, but instead of the familiar From name and subject line, I received it form "website support' (yes, you can guess which de

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

partment was filling in on this occasion!) - with absolutely no mention of the company's name in either the 'from' field or 'subject' line… it was very nearly deleted. Subject Line

The 'Subject' line is wh

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

t motivates people to actually open the email. A couple of factors to consider are:

Consistency: Whatever you decide to do, be consistent. Don't change it every week. Let the readers become familiar with your 'From'

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

name and 'Subject' line, so that even if an issue does end up in the junk mail box, they will be able to scan and pull it out easily.

Branding: Additionally, after considerable testing we have also found that what i

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

s in the 'Subject' line can affect deliverability. By adding the recipient's name within the subject line, you can improve your deliverability - but only use this if it is applicable i.e the newsletter is from a 'person' rather than

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

company. We also recommend that where possible you add either the company's name or the name of the Newsletter in the subject line. For example Clickz (www.clickz.com) uses: 'Click

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

E-Mail Marketing: E-Newsletters and the Power of Change' with the 'ClickZ E-Mail Marketing:' being constant in each issue.

Email ClientShows in 'From' fieldOutlookName or Email addressOutlook ExpressName or Email addressGmailNameHo

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

tmailNameYahooNameEudoraNameExciteNameAOLEmailAs you can see in the above table, AOL is the only email client which does not show the 'From' name, but only displays the email address. If you have a high percentage of AOL recipients y

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

u may want to consider adding the Brand name within the subject line.

By implementing some or all of the above suggestions I am sure you will be able to improve deliverability of your e-newsletter! Good luck!

Copyright Kath Pay 200

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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