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(Deliverability) Mea culpa
January 2nd was not a public holiday where I live. So still in a post-holiday stupor I sent out the biweekly newsletter summarizing these blog posts on its usual Monday schedule.
There's a lot to be said for sticking to a regular deadline, with its implications for an image of steady reliability. But sending on a day which is a public holiday for 90% of the readership is not clever.
As a result, most people will see the newsletter when they return to work today, where it will get lost in the myriad of email accumulated in their email account over the end-of-year holiday.
And people returning to work after a long break have other things to do than read email newsletters, even good ones. What are the odds on the open rate for that issue being the lowest of the year?
Reliability is great, but not when it's at the expense of giving yourself the best chance of reaching your readers.
January 2nd was not a public holiday where I live. So still in a post-holiday stupor I sent out the biweekly newsletter summarizing these blog posts on its usual Monday schedule.
There's a lot to be said for sticking to a regular deadline, with its implications for an image of steady reliability. But sending on a day which is a public holiday for 90% of the readership is not clever.
As a result, most people will see the newsletter when they return to work today, where it will get lost in the myriad of email accumulated in their email account over the end-of-year holiday.
And people returning to work after a long break have other things to do than read email newsletters, even good ones. What are the odds on the open rate for that issue being the lowest of the year?
Reliability is great, but not when it's at the expense of giving yourself the best chance of reaching your readers.
Permalink | January 03, 2006 |
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