Good newsletters don’t make people mad

While we’re on the subject of email newsletters, a few cardinal rules:

  1. Keep email addresses private. Use Bcc: instead of listing readers in the To: field, or risk the wrath of the indecently exposed.
  2. Don’t subscribe anyone without permission. It’s fine to purchase or use existing lists to invite people to subscribe, but unforgivably rude to opt them in.
  3. Check the damn links.  They should work smoothly, without surprises (like huge pdfs that crash people’s computers).
  4. Don’t call it a newsletter if it’s an ad.  I don’t mind promotions if they offer real value. But if the subject line says, “Ten ways to get a bargain on your next vacation,” I’d better not have to buy a book to find out what they are.

4 Replies to “Good newsletters don’t make people mad”

  1. Great points! I couldn’t agree more. It is always disappointing when a newsletter lets you down – if I wanted my email address given to millions of people, I would have subscribed on my own. Apparently that’s my biggest pet peeve of the items above followed closely by links not working. A little time at the front-end of creating the material, goes a long way to have a polished finished piece!

  2. Because I write about fitness, I get newsletters from fitness pros. (I didn’t subscribe, I suppose they’re in lieu of press releases.) A couple of them are little more than their . teaching schedule…and they’re not in my city! Unsubscribe! Why bother?

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