Some days when I check my inbox, I just sigh. Why? Because in addition to emails from friends and associates, advertisements compelling me to rush to my nearest mall for the “hottest sale of the season”, and the ever-present spam, I have a ton of ezines and e-newsletters to read. They come all day—everyday on subjects ranging from simple and easy recipes to fix for my family’s dinner to serious calls for action requesting that I immediately write my Congressman in support of a bill sure to change the lives of Americans nationwide.

Others encourage me to maximize every moment of my day through one simple technique like learning to forgive. Still, others guide me to personal and professional success one day at a time using quotations and helpful tips from famous people throughout history.

The Thing about Life
Their length, styles, formats, voices, tones, and publication frequency vary. My reality is that I almost never have a chance to read them all. Not because they are not worth reading. But, simply because life keeps happening, just like for your subscribers. Work, family crises, volunteer obligations, unexpected problems requiring instant resolution, friends who need a listening ear late into the night. And, yes, and sleep. Everyone has to sleep sometimes, even your readers. So don’t be surprised when your open rates fluctuate at times. Even the most dedicated and committed subscriber can’t always read your publication no matter how much excellent content you fill it with.

My Friend, The “Delete” Button
Like your subscribers, my intentions were good when I signed up for these daily, weekly, or monthly publications flooding my email inbox. I was excited even about learning how to become a kazillionaire online in 8 easy steps or how to buy $1000 in groceries using just 20 cents. But newsletters can be like guppies. They seem to multiply rapidly until suddenly you’ve lapsed into newsletter hell, a state banished only by hitting the “delete” button, missing out on all of the wonderful information you once looked forward to receiving.

Chestnuts Roasting On An Open Fire…
And, with the holidays now officially here, you may find that even fewer people click through to read the articles on your website (unless it’s offering holiday-related subjects) but despair. This is a great time to plan next year’s publications, update your website and make other tweaks and changes to give your product a facelift.