How can I get readers to actually read the articles in my eNewsletter?
According to an Eyetrack case study, the headline is the first text customers read when browsing articles online, drawing them into the article. Spicing up your headlines can encourage click-throughs. But remember: The goal is to create realistic expectations for readers. If a catchy or creative headline turns out to be misleading, the method may backfire.
Try the following recipe for piping-hot headlines:
- List ingredients. People love lists, especially "top" lists. Offer a "top five" or "top ten" list and watch readers dig in.
- Use a dash of creativity. The headline should pique readers' interest. Be succinct, but don't be afraid to have fun.
- Sprinkle in buzzwords. Use key words, but avoid clichés. Throw in hot trends to taste.
- Add several cups of superlatives. If you want to hype up your headline, stir in some "best ever," "easiest," "longest" or "coolest."
- Mix things up with questions. "Is your drinking water safe?" is a better headline than "Minimal risk to water supply." Speculation makes for great headlines. Readers will likely draw their own conclusions, but be sure the article provides, at a minimum, supporting information to determine an answer.
Whichever recipe you decide on for your headlines, articles should deliver on the expectations you set. A "top five" headline that doesn't actually offer a substantial list of five super items could leave readers with a bad taste in their mouths. But an article that fulfills a hot headline's promise will leave your customers asking for seconds … and more.
Do you have a question about eNewsletters? Send your question to info@provensystems.com.
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