yoursite.com/news/lead-article.html" ??
target="_blank">Learn more
You always want your website viewed in a proper web browser, not the recipient??™s e-mail
client.
Legalize it
Even the most benign newsletters have to follow the law. Because of the rampant abuse of
e-mail by both malicious spammers and over-enthusiastic marketers, the CAN-SPAM Act
of 2003 requires publishers to include several pieces of key information.5 The most pertinent
are a functioning opt-out mechanism and the company??™s mailing address.
Subscription management
The most well-designed and well-written newsletter means nothing without readers. The
most successful e-mail campaigns are based in permission marketing, where users volunteer
their e-mail address (and possibly name or more) because of a direct interest in the
content. Subscribing people who are not expecting to be subscribed, either through buying
a list or opting-in contacts without their permission, is not a good way to build a receptive
readership. The key to an influential newsletter is organic growth.
Thankfully, the subscription process is binary; people are either subscribed or not.
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