Build irresistible moments of curiosity into your emails

Did you know that 55% of your readers spend less than 15 seconds actively on a web page before bouncing off?

This quick of a bounce is really hurting your click-through rate to get the sale, donation, or registration.

I’m about to show you a super-effective way to keep your readers glued to your email longer so you can boost your click-through rates.

It’s really tempting to declare your email campaign a winner based on open rates.

In my experience, though, email open rates are a good measure of how good your subject line is, your sender’s name credibility, your list segmentation, and the health of your email list. All good things for your email campaigns, but…

After your reader opens your email is where the real gold is.

This is why high profile media companies, like The New York Times and Upworthy long ago abandoned open rates as the primary measure of email success and instead focus on “attention” metrics.

Here’s one super-effective tip at writing compelling copy that you can use starting in 4… 3… 2… 1…

A cliffhanger

Copy writing cliffhangers are short sentences or phrases that build suspense that people “just have to” read on to resolve. We just can’t be left hanging.

Cliffhangers work extremely well as opening sentences, or in the body of your copy, because they create what psychologists call cognitive closure.

Curiosity works.

So when your mom said, “if everybody else jumped off a cliff, would you too?”

You finally have a good reason to say, “yep.”

Here are some good cliffhangers to use:

  • Ask a really good question
  • Make a sensational or declarative statement
  • Start with the end of your story leaving your reader wondering how in the world you got there
  • Make a humorous or witty statement
  • Use dialog or a quote
  • Issue a challenge

Cliffhangers you can swipe

CliffCustom cliffhangers are the best, but let’s wrap this post up with what I promised: some cliffhangers you can swipe and use right now:

Here comes the best part.

The moral of the story is…

But there’s another reason.

That’s when it gets weird.

Let me explain.

The only reason.

There’s one more reason.

Does this sound crazy?

The story doesn’t end there.

Wait, it gets better.


What do you do next?



Image credit: OaklandNative, compfight