Good emails tend to have subject lines that invites curiosity and an intriguing benefit.
Clickbait on the other hand, uses misleading language to trick people into clicking content under a false premise. Buzzfeed’s “clickbait-y” titles don’t actually improve your life, no matter how many adorable cat photos you see.
That kind of content is very different to what is writing strong, bold headlines that offer a benefit that the reader will actually want.
As long as you don’t sacrifice quality for shock value, you’re making the right type of progress.