"If you only send one [email], make it a welcome message. Why? Because our latest data shows the average open rate is over 82%! And the average click-through rate is around 27%. That's four times as many opens and seven times as many clicks compared to other emails."

I tend to mull a lot over headlines and subject lines. Earlier today, for another newsletter, I began with this subject line: "Southwest Airlines Listens, Then Creates Popular Videos." But then I read a very good article from the American Press Institute titled Why We Click on News Stories by Natalie Jomini Stroud, director of the Engaging News Project at the University of Texas at Austin that made me change it.