They want to read if you make it your business to craft every word with them in mind. But meaningful interaction isn't a one-trick pony. It goes both ways. In exchange for a more meaningful experience, people will offer information about themselves. You give them your demographic information, and they give you one-click ordering.
High value is shared between both parties.
Pretty good deal. On the other end, we collected data on each person that entered. Now our client has some demographic information to increase its level of service, and a number of people signed up to hear more news about the company. Both our client and the users benefited. The best campaigns create a powerful experience that people can't easily walk away from.