The fool-proof way to make your emails stand out in 2017

December 7, 2016

Do I have your attention? That’s what a strong headline can do for your content marketing strategy in 2017. Content marketing is quickly becoming a cornerstone of a brand’s digital marketing strategy and with so much content fighting for attention on our newsfeeds, the headline is often the only part of an article we see before clicking it or even sharing it.

On average, eight of ten people read a headline, but only two of those ten will read the rest of the article.

Versatility is key on today’s content landscape, and headlines need to engage on social media, email marketing subject lines, and on your website’s blog. Quality is also important, as today’s users expect to see content with clear value versus misleading “click-bait” that delivers more ads than the exciting content promised by the headline.

One of our most recent examples of a high-impact a headline came from an email marketing campaign for our client Dr. Elaine Martinez. The headline was “The Absolute Worst Types of Food for your Children’s Teeth,” and it generated a whopping 24 percent click-through rate. Prior to this campaign the average was 3 percent to 6 percent, proving how a compelling headline can make a dramatic difference.

According to the 2016 State of B2B Marketing report by Regalix, while email remains the top source for content distribution, social media is now an “indispensable” channel that is predicted to grow in 2017.

Drop us a line if content marketing is on your radar this upcoming year and we’ll help you craft the perfect headlines that your target audience will love to click.



Digital Marketing Strategist

Alexandra Morrison is the Digital Marketing Strategist at BroadBased and provides strategy and support for a wide range of projects including paid social, e-blasts, digital advertising, website production, marketing automation and more.