The suspect: The confusing WSJ subscription page. Click to view larger.

Wall Street Journal meant well when its staff created the email center page. I like that it has all the e-mail subscriptions on for managing. When a resource has multiple e-mail newsletters, listing all of the newsletters in one page serves readers well.

Here comes the “but.” If you’re already subscribed, the WSJ page doesn’t show it. At the bottom of a WSJ newsletter, it shows:

TO VIEW OR CHANGE any of your e-mail settings, go to the E-Mail Setup Center: http://online.wsj.com/email

Everyone sees the same page and options regardless if they have a subscription. Subscribed users should see their subscriptions reflected on the landing page. Sure, they have a link so you can log in to subscriber Email Center to check your settings — but we read fast and I didn’t notice this on the first reading. Only “here” has a link and it’s not obvious when you scan.

So I click “here” and it’s a dead end:

No Information Available
Your subscription does not include access to this service.

If you want to unsubscribe to ALL WSJ newsletters, you have to go through the entire list and click every “Remove Me.” If you want to change subscriptions (unsubscribe to some, leave some alone, etc.), you feel the pressure to select all the “Add Me” and “Remove Me” because you fear leaving it along will automatically subscribe you.

In reality, it won’t do that unless you click either the TEXT or HTML boxes. But that’s not so clear, is it? What do you think? Know of another Web content suspect?

Go to jail and do not pass Go.

Noticing another (the first being the gray text on white background) trend and it ain’t good. More and more newsletters require you to click a link for the full newsletter. To make the situation worse, some of these are in — ack! — Acrobat pdf format!

I like Acrobat files, but not for e-mail newsletters. E-mail newsletters generally load fast unless the issue has too many images that aren’t optimized (you won’t find me subscribed to those that do this every time). But to click the link to go to the PDF page takes longer.

I still read some newsletters that use this method because they offer high quality content and I respect the editor behind the newsletter. I just might not read every issue or refer back.

E-mail newsletters work for me because I can file them, search them, and read them whenever. Yes, you can file the “click link for newsletter” e-mail, but you can’t search it. You won’t remember if the content you need came from that newsletter or another.

Yes, trying to get an e-mail newsletter to display the way you want it in every e-mail client is an impossible task. But that’s not an excuse for chucking the idea and going PDF where the newsletter doesn’t have to deal with e-mail application idiosyncrasies.

Remember all of us have lots of information coming at us… and we all have our preferences how we like to get that information: RSS, e-mail, Web. A successful newsletter provides readers with choices in how to obtain the content.

More related posts on this topic

• HTML in Newsletters
• Designing Newsletters for all E-mail-Kind
• Spread the Marketing Wealth for Best Results
  

Am I off base here? Or do you like your PDFs?

I took my first break in ages — that didn’t include an illness or a holiday — for a few days last week for spring break. We went to San Marcos and San Antonio and visited Wonderworld, Sea World, and the Riverwalk. Wonderworld contains a dry cave created by an earthquak on the Balcones Fault Zone over 35 million years ago. The web site’s tour information only documents part of its fascinating history.

Though we took a laptop and our smartphones, I rarely checked e-mail (!!!) and returned to over 1000 messages. Of course, spam made up the bulk of the messages. So I downloaded my email and went to work elsewhere while the email client filtered the garbage. Much better.

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Unfortunately, Google Mail went bonkers. Once in a while, GMail sends spam into the inbox instead of the spam and trash folders. It decided to do that while I wasn’t checking e-mail. This created more clean up work.

Several clients went on an emailing binge (it happens, and that’s OK). Rather than making the client wait for me to wade through the messages to get up to speed on the conversations — I sent the client a quick e-mail saying I’ve returned and would address the messages as I work through them. I suggested that if something needs top priority — to let me know.

The steps for catching up quickly…

1. Download e-mail in your primary e-mail client. Let its experienced filters do the cleaning up. Skip any temptation to use the cell phone or another non-primary e-mail client to catch up on email or else you’re stuck looking at a lot of unfiltered stuff and it takes longer to do this than on your primary e-mail client.
2. Scan e-mail quickly filing or deleting newsletters and regular e-mails you only read when you’re caught up or work is slower than usual. Newsletters I subscribe to fall into two categories: Always read/scan (shortest list) and sometimes read/scan (these either get filed or deleted). When returning from a break, I don’t read or scan the “sometimes.”
3. Reply to quick e-mails. Some e-mails may just involve answering a few questions or doing a quick task. Do them and then file/delete the e-mail. This further cleans the e-mail clutter and makes you feel better because your inbox shrinks.
4. Complete bite-sized tasks for each project or client. On the first day back at work, I did bite-sized work for my regular clients rather than only complete work for one or two clients. It’s a way to get something done and touch base with all of them without feeling overwhelmed. Plus, checking off the tasks as completed gives you a sense of accomplishment. I also skipped blogging.
5. Skip administrative work. No balancing the checkbook or doing other business maintenance activities. Those can wait until you settle back in your routine unless you returned on tax day.
6. Skip personal tasks. I have a birthday party to plan, but I skipped personal stuff on the first day back at work (this could be a problem for those who wait until the last minute).
7. Limit meetings and appointments. I had a prior commitment on the first day back that couldn’t couldn’t be avoided, but I sacrificed a non-profit organization meeting today.

Though I still have plenty of work to do, I feel better knowing I’ve touched base with my regular clients and cleaned my inbox.

The wizard in The Wizard of Oz and the guy behind the curtain pretending to be him have different personalities. Which one would you rather listen to? The wizard who comes across as larger than life and unreachable, or the guy hiding behind the giant green face, a person like us?

Companies that publish newsletters without a name or a voice feel cold and untouchable like the wizard. Give a voice to one person and you put a face on the company. Readers respond to a person better than an invisible entity.

Do you receive an e-mail newsletter that used to provide a wealth of information but has become a victim of its own success? You used to look forward to receiving the newsletter, but it has changed … either into a big commercial for the company or a forum for someone with an ego.

This has happened to award-winning newsletters. For example, at the time of receiving an award, one newsletter provided powerful stuff, helping it achieve success and earning its many faithful subscribers. Once it reeled in readers and got comfortable, the material slowly changed for the worse.

For most of us, when we work on something for a long time, we fall into a rut and maybe without realizing it. It happens. However, there is a difference between falling into a rut and transforming a newsletter into a news release that provides little value to readers.

Prevent Mr. (or Ms.) Big Head

Another newsletter no longer provides articles. Instead, it points to the publisher’s blog, products for sale and Webinars starring the publisher. Yet another still offers an article but with not as much valuable information as in the past. The newsletter also announces the person’s accomplishments, newly landed clients and includes short articles recommending a product — articles that sound more like affiliate recommendations than reviews.

Another company keeps distributing news releases about its successes. Most issues leave the reader wondering, “So what? That has nothing to do with me or my needs.” Once in a while, it sends an issue with the latest products added to its database, which is the purpose of the mailing list. But it doesn’t provide updates on the industry anymore, unless they’re about the company.

An egotistical publisher takes advantage of the mailing list by sending out e-mails with specials, “check out this product,” “come see me,” “attend my Webinar,” and “attend so ‘n so’s Webinar” (that have nothing to do with the newsletter topic). The message comes across as if the person is a celebrity. But if you throw his name around to friends and colleagues, no one will have heard of him.

These newsletters from Mr. (or Ms.) Big Head are in danger of losing readers. They miss the down-to-earth style and person’s original voice that comes across like a friend or colleague who provides advice or information. If the unsubscribe rate doesn’t change much, you still aren’t safe. This could simply mean readers don’t want to bother unsubscribing, and instead, they filter the unread newsletters to the trash bin.

For example, in a recent conversation, a colleague and I admitted to each other that we don’t unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, we’ve created a filter so it goes straight into the junk folder. I also keep receiving some newsletters in hopes that the newsletter will return to its former brilliance.

Change happens

Change happens, and it’s okay, but the publisher should keep the readers’ best interests in mind. For instance, a popular newsletter drastically redesigned its layout, leading many readers to write about their disapproval of the change.

Keeping your audience happy doesn’t mean never redesigning the look and feel of your newsletter; rather, tread carefully on how you go about it. If you include readers in the process, you’re a step ahead and going in the right direction.

The publisher of the popular newsletter should’ve alerted readers of the redesign plans and explained the reasons for doing it. To help readers be more receptive, the publisher could ask readers for feedback as to what they want and don’t want to see. Some readers might be willing to review preliminary designs and provide feedback. After the change goes in effect, write an introduction talking about the change and invite input.

Get around the success trap

Readers hesitate to write and tell the publisher to “stop focusing on yourself so much.” It’s easier to provide feedback on a newsletter’s design or a new column than anything related to a person. How many of you have written a note to a person criticizing the person as opposed to an object or thing?

One editor does a fabulous job of sharing her news and successes without adding a drop of ego. She writes like a friend reporting on what’s happening in her life including the bad things. I use her as a model for avoiding the “me, me, me” trap.

What about the fact newsletters are supposed to bring value to the publisher and not just the reader? Many successful newsletters accomplish this without becoming a commercial or an ode to the company. Ways to accomplish this:

• Ensure the advertising-to-content ratio is in favor of content, which should be at least 80 percent.
• Include a free offer.
• Put links to the site where appropriate (byline, banner, published line, etc.).
• Create “special” offers good for a limited time (create a sense of urgency so readers act upon reading the newsletter).
• Add related products or services at the end of an article.
• Limit the sending of offers or specials in a separate e-mail.
• Avoid putting “Forward this” in the subject of the newsletter — this gives the impression that you’d rather get more readers than have your current readers check out the content before forwarding (put the “Forward” info in the newsletter not in the subject).

About those special offer e-mails

Sending special offers between issues is A-okay. The approach and the frequency make a difference. Some companies increase them between issues, and soon readers give up looking for real content. A successful publisher sends a special once after every issue or every other issue. She also identifies such e-mail by using a different subject than her regular newsletter. An example:

Subject: meryl’s notes: January 2008

Subject: meryl’s notes Special for Readers

Not the most exciting or creative subject lines, but I’m sure you can think of better. The point is for offer e-mails, do not include the date or issue information. Ensure the newsletter/publisher is recognizable, but differentiate offer e-mails from newsletter e-mails through the subject heading.

Keep your voice

Your personal voice drives your newsletter’s success. When reading a favorite newsletter, what voice do you picture? A corporation? An employee? The company whose newsletters have turned into news releases comes across as an organization rather than a person, like the Wizard of Oz hiding behind a big scary figure. When we meet the guy behind the curtain, we’re surprised by his personality and find him more likeable than the great Oz. Try to add that personal touch to your newsletters.

Then, the next time you read various newsletters, see which ones draw you in and which ones repel you. Answer the question of why they make you feel this way and use that to help you with your newsletter. When you show credibility and readers trust you, they will buy — as long as you provide them with value and a unique voice.

I’m an organized person and don’t operate well with clutter. That includes a cluttered room, cluttered desk, and a cluttered inbox. I believe that for as long as I’ve used e-mail, I’ve made an effort to keep my inbox as small as possible.

My process is similar to what experts say to do in keeping your snail mail pile small. As soon as you bring the mail in the house, do the following steps:

1. Trash anything that’s junk or read, but not worth keeping.
2. File anything that is worth keeping. Try to do it right away or put it in the room where it belongs for later filing when you get into that room. For example, I put health-related paperwork in the office. When I get to the office, I file it.
3. Act on anything needing action. While we may not need to pay the bill right then and there, bills can go into a file for time sensitive things. RSVP for party? Fill it out, or if you don’t know — file it under time sensitive. Pay bills? Pay them right there and put the date where the stamp goes — the date should be the day you need to mail it, not the day it’s due.

E-mail works the same way. It’s easy to scan and delete obvious junk that slipped through the filters as well as “Fwd:, Fwd:, Fwd:” messages and jokes. I read the good ones.

Anything in my inbox, I need to address as soon as I can or they’re a reminder of a current project I’m working on (I only keep ONE e-mail from the project and the rest filed under Current Work).
Newsletters and articles automatically go into the Newsletter folder. These I read whenever I need a reading break or information.

Regular e-mail from a non-profit organization goes into one of two folders for that non-profit. One is under Personal (my Inbox folder) and one is under Education for filing away. So those under Personal are the ones I need to act on, but I want to keep these separate from my regular Inbox folder. See below screen shot of my Personal folder and its subfolders.

Less time sensitive stuff needing action go into the Follow up (action and e-mail) or Respond (e-mail only) folder.

If I am waiting for something and need to follow up at some point, it goes into my Waiting folder. For example, I’m waiting for a judge’s response for a program I’m chairing. I check the waiting folder to remind myself to follow up with the judge when an agreed upon date passes.

Just checked my Waiting folder and deleted a handful of e-mails since the project is over or action taken. Ah, feels great.

The previous post discussed the value of saying, “Thank you.” But it’s possible to overdo it especially when it comes to e-mail. “Here’s your weekly report.”

“Thank you,” said the reply.

Add up all the thank you e-mails for things like that and it makes for a cluttered inbox. Sometimes a thank you e-mail has another purpose — to confirm the recipient of the e-mail.

Perhaps, it’s best to leave confirmation for higher priority items or confirm with a co-worker in person. If you must send a short response or cofirmation, consider putting the info in the Subject of the e-mail followed by “[EOM]” to represent “End of Message” or [end]. This way you know it’s all in the Subject and you can quickly delete it or file it.

This looks like a small thing, but enough small habits can improve your e-mail experience.

Lifehack has great tips that I never knew about for using Gmail Filters. The site also provided a list of 10 free ways to track passwords.

Inbox Overwhelmed? proposes filing for e-mail bankruptcy by simply deleting a bulk of e-mail messages. That sounds drastic, but it worked for some people. The opposite worked for me.

I started using a GMail account as a backup e-mail address, the one for forms and registration. At first, I managed the GMail account like I did with my main e-mail account that I use on my computer as opposed to web-based e-mail. It didn’t take long before I couldn’t keep up with deleting outdated sent messages, clearing the trash, and keeping the number of new messages in specific folders low.

I don’t bother with Gmail’s Sent, Spam and Trash folders anymore. The e-mails piled up and reached over 700 messages in each folder. I route e-mail newsletters and alerts to specific folders and purge them. It wasn’t easy to delete a bunch of unread e-mail newsletters and alerts, but I had to be realistic.

As for instant messaging, I won’t give that up. IM to me is what phones are to most of the world. So, I must have one IM service on at all times so my immediate family can contact me. I also carry a Sidekick with me so I can stay connected to my family while away from the computer. It’s impossible to spend too much time chatting through the Sidekick’s IM because the data network is down more than it’s up. Frustrating.

I had to learn to cut things short in a nice way. When friends and family pop in, I judge based on my current work whether to talk to them or let them know our conversation needs to be brief. I know who tends to just chat about nothing important as opposed to chat when there’s something to discuss. So I use that knowledge for managing the conversation.

My advice to those struggling with IM overload is to set rules. Turn it off if you can’t be disturbed. In my case, I simply don’t respond and try to remember to turn on the away message. Considering I use most of my IDs for business conversations, I take care not to write an unprofessional away message. Humor is A-OK as long as it’s G-Rated and respectful.

How do you handle info overload?

When I had to re-install everything on my computer, I opted not to install a few programs including the one I used to manage spam. It wasn’t bad, but I felt it wasn’t as effective as it could be. I rarely hear about a 100 percent effective spam solution, but I had enough of the tool.

I’ve been using Thunderbird for email and am happy with it. I also use Outlook for one of my clients and it drives me insane. It has its good and bad points. Anyway, Thunderbird’s spam and scam manager doesn’t work worth spit. I was spending too much time going through my inbox to weed the junk.

Went to Thunderbird’s forums to see if anyone found a solution. Came across open source POPFile. Figured I’d look into it. Where has this baby been??? Being an organized freak, it’s a great fit.

Buckets o’ mail

It took me a little time to figure out this buckets business. But now I rarely have anything coming to my Inbox. Everything goes into a bucket or “folder” as most of us call ‘em. Before using this app, I had all newsletters and general emails go to a folder, junk going into another folder and everything else (if the email did its job, it’d be personal emails) in the inbox.

Now, I have four folders: personal, occasional, newsletters, and junk. The only emails that land in the inbox are unclassified emails. I get about one every few days.

You can set up POPFile to modify the subject header or leave it alone. Some of you probably get junk email that gets [spam] added into the header. It’s trouble rather than helpful. Sometimes, without thinking, I hit “reply” and the recipient person would see [spam] in the header. That’s why I have such suspected emails going into a junk folder. Why clutter the inbox with [spam]?

Control Center

Any time I see an email appear in the wrong folder, I go into POPFile’s browser-based (which looks great in Firefox, by the way) Control Center and reclassify the bucket.

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The control center also shows a dashboard. You can see how much you email you get for each bucket. The data also shows the number of false positives and false negatives. Currently, the application has a 92% accuracy (it was 76% on March 30). The accuracy continues to climb. You can reset the data anytime to get fresh numbers. According to the help docs, it takes about 1000 emails to get the accuracy rate up to the 90s.

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Magnets, Configuration, Security, and Advanced Features

Magnets resemble message filters except you use them in POPFile instead of your email client. You can have POPFile look at the To, From, CC, or Subject for a value that you enter. If the value matches, then it goes into the selected bucket.

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In Configuration, change skins, language, History page view, and POP3 preferences.

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Security contains options for server operation, remote servers, automatic update checking, and reporting statistics to POPFile. Here you can set up an interface password.

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Advanced tab lists words that POPFile ignores. You can add and remove words from the list. You can also adjust the parameters here. For ultra-geeks, this app has command-line options.

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Requirements:

* The latest POPFile release.

* An e-mail account that uses the POP3 protocol (most accounts do, although you can’t use POPFile with web-based services like Hotmail and Yahoo! Mail without extra software)

* Around 10 MB free disk space

Final Notes

After using it for two weeks, I’m happy with the app. Email also downloads faster than it did with the previous app (both used the local host). POPFile is a Sourceforge project, therefore it’s free. Its Web site is available in the following languages: Norsk, Deutsch, Portugues do Brasil, Francais, Dansk, Espanol, Arabic, Japanese, Taiwanese, Chinese, and Korean.

It comes in two versions: “an easy-to-install Windows version, and a cross-platform version for technically-minded users.”