Here's a great way to create an e-newsletter that nobody will read or respond to: Think of it as the July e-newsletter.
The moment you designate an e-newsletter by the time when it's to be sent out, you are off on the wrong foot. Instead, you should designate it by an event or action: Hurricane newsletter, opening night newsletter, food shortage newsletter.
Then, with that set, give your recipients a handful of actions related to the topic. Like find out more. Give to that fund. Buy something. Sign a petition, play a game.
That's a newsletter that will sing -- as in motivate action.
I'm not saying a time-based subject line is what causes failure. It might be -- I've seen them crash, and I've seen them work. This is something you really should test.
But before you get to the test, you need to have compelling content. Which you will have trouble bringing together if your starting place is Well, another month has rolled around. What shall we put in the newsletter?
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Yes, yes, yes, yes, yes!
Tying newsletter content to time (alone) is a recipe for either having too much to fit, or a newsletter that isn't newsworthy.
People want and need *relevant* information, and that means telling people what they want to know when THEY want to know it, not when it's convenient for you to send it out.
Posted by: Tamsen McMahon (@tamadear) | 08 July 2009 at 17:16
Jeff, In a educational setting were you have enough news to go out 12-14 times a year would you still try to use the title idea.
Gerry Grim
Posted by: Gerard P Grim | 08 July 2009 at 10:31
Hi Jeff,
Thanks for Donor Power Blog. I read every post and frequently find myself forwarding them to colleagues. Not that I always agree--though I often do, vociferously--but I enjoy that you so willingly challenge conventional wisdom and tired thinking. Congratulations! Here's to four more!
Posted by: Glenna Wortman-Obie | 07 July 2009 at 14:20