If you created a sophisticated, elaborate weekly or monthly ezine, would you want your clients and customers to delete it without reading a word? Of course not.
But most of the ezines I receive get deleted within a few seconds. Usually the reason is that graphics (or text formatted as graphics) fill them. When I open the ezine, I am faced with multiple Outlook instructions that say "Right-click here to download pictures. To help protect your privacy, Outlook prevented automatic download of this picture from the Internet." Sometimes the entire ezine is little red x’s in boxes next to that Outlook instruction. My instant response? Delete.
As someone who is not an expert in HTML, I can’t speak on how to avoid having so many "Right-click here" messages. But I can suggest that you test your ezine. If it contains nothing but "Right-click here" messages, your readers must have a powerful reason to "Right-click here." Maybe that powerful reason is a great relationship with you or the knowledge that the information awaiting them will be worthwhile. Without that reason, most busy readers will click Delete.
An intriguing or persuasive title is one way to get people to open the ezine. But be sure the information promised in that title is readily apparent once your readers right-click. Otherwise, their next step will be–again–to click Delete. And who can blame them?