Enough is Enough. Stop Sending Me E-mail
We all lead busy lives. So when the holiday season rolls around, it’s always refreshing to receive a few less e-mails and have the phone not ring as much.
Let me explain. Every fall, during a laborious media kit season, I pull up next year’s calendar and begin looking for some times of the year when our e-newsletters won’t be published.
The reasons are simple. Our editors deserve a break. They have families too, and plan at least a few days off around the six major US holidays (I say “six” because that’s when our offices are closed). If editors aren’t around, neither are their readers. Historically, e-newsletter open rates suffer by sending, for instance, an issue out the Friday after Thanksgiving, or the Friday before a Monday holiday. A handful of advertisers every year confirm this theory and ask if they can move an insertion date that was previously scheduled close to a holiday.
All of this changed this year. When I suggested a 2008 schedule to editors (for instance, taking a 52x e-newsletter to 45x), a bunch of them clamored to have a few issues put back in. Maybe they’re reading this blog after all!
I subscribe to a bunch of online publishing/advertising-related e-newsletters and RSS feeds. Apparently some of them don’t care about their readers’ or advertisers’ inboxes. Whether it was another IAB Smart Brief, a MediaPost publication, something from ADOTAS, or another (albeit usually very well-written) post from Scott Karp, I just couldn’t be left alone last week... and, yes, I came to work December 26-28.
All of them, minus Karp’s Publishing 2.0 blog, offered absolutely nothing of value to me. How many times did I have to read how much online advertising is going to increase in 2008 or the “big news” round-ups from 2007? I’m a loyal reader, but I just wanted to be left alone for a few days.