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The greater majority of people who read your headline

  • Apr 26, 2020
  • Marketplace Closings
RealINSIGHT Marketplace

Headlines are so important that a single word can impact a campaign dramatically.

We’ve seen e-mail subject lines where a one word change increased click-throughs by 46%.

Open rates were nearly identical and the e-mail creative was exactly the same for both versions, but click-throughs went up by 46% in the second. If the ad was sent to 2,000,000 e-mails, the winning version would lead to 17,000+ more clicks, all from changing a single word. That’s a measurable difference that significantly impacts the bottom line.

So why are headlines so important? It’s because they’re the first lines of your copy that customers read. They create an initial impression that either draws readers in or pushes them away. Even if the rest of the copy is amazing and would convince 3 out of 10 people to buy, if the headline puts them to sleep, only a fraction of the customers who would have bought something will read your copy and make a purchase.