If you're in a crowded room and you shout ‘fire’, everyone will look. The reason is that this is a word that piques interest in people and gets their immediate attention. It is almost an impulse reaction that forces people to stop what they’re doing and react. You should be thinking of catchy words and sentences like this when writing your headlines and email subjects.
When someone opens your email, they may be doing a ton of other things at the same time. That's why you need a headline that grabs their interest and encourages them to give you their undivided attention. A mundane headline is going to get passed by, but a headline that causes that impulse reaction is going to get your entire message read.
The same thing holds true for links in the body of your email. All your links should include a "Call To Action". A call to action is an active, immediate phrase like "Click Here" or "Act Now". These words tell the reader exactly what you want them to do. You should notice an increase in click-throughs when you start using calls to action.
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