In previous articles, I’ve said that you should take care to set reader expectations right up front, and don’t violate those. That supposes you know what you’re going to send them. You know how you roll your eyes when some business sends you a stupid April Fools joke, and you’re tempted to hit the “This […]
OK, so you’ve had your list for a few years, and you’ve happily gathered hundreds, thousands, even tens of thousands of happy readers. Congratulations! And then comes Spring Cleaning — which virtually no one does, or even understands why it’s a very good idea. Here’s what I mean. First, consider the list has been active […]
