“Justin LeVrier, executive vice president of growth at training and consultant organization CHARFEN, said that a great way to increase clickthroughs is to cut your sentences short. This leaves people wanting more information. ‘In the text of our emails, the introductory paragraph closes with a sentence cut in the middle, followed by ‘… (continue reading),’ LeVrier said, noting that doing so has increased his company’s email click-through rate to 22.5 percent.”
A little mystery can be a nice way to change up the tone of your emails. If you’ve got some really great content, cut it off mid-sentence and link to the full story somewhere on your website. This is a great way to engage readers and bring their attention into focus.