Posts Under: Open Rates

Why Readers Click (or Don't) on Stories

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.