November 15, 2002
Blog Entry

Subject Line or List Host Changes Can Cost You Readers

SUMMARY: No summary available.
Ever since I sent out my do-typos-stop-filtering survey to MarketingSherpa readers on Wednesday morning (results here) subscribers have been emailing me notes to explain why my issues are less filtered than I'd feared. Many say, "I added a 'rule' to my system to make sure newsletters with your subject line get
through" or "I made sure all email from your newsletter address gets through."

Which is wonderful of them, but also makes me realize as a publisher that I could risk losing or not delivering to some of my most dedicated readers if I changed my subject line format, or switched list hosts so my newsletter from address was affected.

It's the equivalent of cutting off all the people who had direct links to articles on your site when you switch content management
systems (a big problem for publishers upgrading). That can hurt your traffic and crush your search engine rankings.

http://www.MarketingSherpa.com/sample.cfm?contentID=2207

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