“I used to sneer at email publishers who were only monthly because I thought in this super-speedy age, who’s going to remember or notice you with just one lone email a month? As of today I’m totally reversing my position. If your monthly has true value to the end reader — it’s not just self-promotional we-we-we talk — and you make it clear it’s a monthly (perhaps in the name or subtitle), then even if your subject line sucks I’ll probably open it.”

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