So, you’ve clicked on the link and opened this article.

What was it that attracted you?

To be honest, regardless of the reason, the important thing from the perspective of this writer is that you’ve got this far.

Because by opening it, and reading the headline, there’s a better-than-average chance that you’ll continue reading down the page.

The legendary Hollywood film producer and studio head, Sam Goldwyn, was a great believer in grabbing his audience’s attention as early in a movie as possible.

Hence the possibly apocryphal expression that is often credited to him, when he asked a script writer that he wanted “a story that starts with an earthquake and works up to a climax!”

While an earthquake may be somewhat excessive as a method of grabbing the attention of your average client or reader, it’s certainly worth bearing in mind Goldwyn’s exhortation when it comes to your email communication.

If you want your content to be read, the first – and most important – task is to get your prospective reader to open it, and then to scroll down beyond the headline.

You had one job…

In April 2023, HubSpot revealed that 64% of people base their decision to open an email on the subject line. So, by not focusing on how you title your email, you could potentially be writing off two-thirds of your prospective audience.

According to Campaign Monitor, a good open rate for an email newsletter is between 17 and 28%, with financial services enjoying a rate at the higher end of that spread of 27.1%.

Clearly, much of the success of your email distribution is dependent to a certain extent on the quality of your mailing list data.

But given those figures quoted, it makes a lot of sense to pay attention to what you’re putting in the subject field, before you’ve even decided on a headline and the content.

Bear in mind your newsletter will be competing for attention with any number of other emails that are filling up the recipient’s inbox, so you need to ensure that the subject line you choose is effective.

A good headline will draw your readers in

Getting the email opened by your recipient is a key first step. Then, once they’ve opened the email, your next task is to get the article (or newsletter) read.

Once they have opened the email the reader will engage with the headline, and first line or two. This means that you don’t have much time to grab their attention.

A good headline will convey the essence of what you’re saying in the article.

After all, there’s little point drafting a great article, full of important information and well-reasoned arguments that you know your readers will benefit from, if the headline doesn’t engage their attention.

A well-constructed headline with the right keywords will also help improve your SEO and attract even more readers to your website.

Make your first line stand out

You’ve persuaded your recipient to open the email and start scrolling down beyond the headline. That brings you to your next challenge which is to ensure that, once you’ve grabbed their attention, you don’t lose it.

As you’ve already read, your email will be fighting for attention with any number of other distractions, so there needs to be enough there to encourage your prospective reader to want to keep reading.

A snappy standalone line can work really well, especially if you make this memorable or challenging.

Asking a question can also encourage your readers to scroll down because the automatic reaction to being asked a question is to want to know the answer.

Alternatively, one of the best writing tips I have ever been given is that, when you have written your first few paragraphs, go back and delete the first one.

Your first paragraph will invariably contain introductory wording you really don’t need, and you will often find that the second simply repeats the key points from the first, but in a much more concise way.

It sounds odd but try it. You’ll find it works more often than you’d think.

“Yeah, yeah, yeah!”

If you have an important point you want to make, or one particular message you want the reader to take away, putting it up front gives you the best chance of ensuring they remember it. It can also encourage your readers to continue down the screen.

In songwriting, the first notes are crucial. Listeners will continue with, or abandon, a song based on those first few seconds.

By the time they came to record She Loves You in late 1963, The Beatles had previously tried a catchy harmonica riff (Please Please Me) and were looking for something different.

While the recording was going on, their producer, George Martin, soon worked out that the strongest part of the song was the catchy chorus. So, he put that at the beginning.

According to the author, Hunter Davies, in his authorised biography of the band, Martin’s producer colleagues rolled their eyes and told him it was a dated idea that wouldn’t work for a modern audience.

A recent article by Forbes confirmed that, more than 60 years later, She Loves You is still one of the top ten best-selling UK singles of all time!

Get an expert in to help

Of course, if you don’t feel you have the time or inclination to write your own headlines and the content underneath them, why not get some experts in to do the job for you?

At Yardstick, we have a team of experienced writers who can help you with all your content needs. As well as emails and client newsletters, we can also help you with website content and awards entries.

Want to chat? Email hi@theyardstickagency.co.uk or call 0115 8965 300.