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Anyone who runs an organization or indeed a successful blog or website will at some point consider distributing a newsletter. The old fashioned way to create a newsletter is to go down to the local printers and ask for a quote. Then get a neighbourhood kid with a bicycle to distribute them for you. Oh how the times have changed.
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Having a knockout subject line is your first and best opportunity for attracting attention in an overflowing inbox. (Read more on this topic in my previous iMedia Connection column, " 7 fixes for terrible subject lines .") But, a good subject line is only the start. Your readers have to trust that your message is worth the cost of a few seconds of their day, even if they don't buy the product you're offering.