While we’re on the subject of email newsletters, a few cardinal rules:
- Keep email addresses private. Use Bcc: instead of listing readers in the To: field, or risk the wrath of the indecently exposed.
- 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.
- Check the damn links. They should work smoothly, without surprises (like huge pdfs that crash people’s computers).
- 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.