Is “clickbait” wording always bad?
It Depends. Engaging subject lines are good; deceptive ones are bad. There is a line between compelling and misleading. "Clickbait" that delivers on its promise is marketing. Clickbait that deceives damages trust.
Deceptive subject lines violate CAN-SPAM and may increase complaints when recipients feel tricked. Compelling subject lines that accurately represent content improve engagement.
Write subject lines that are interesting AND honest. Generate curiosity while delivering on the implied promise. Recipients who feel deceived become complainers.
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