Anyone who knows me has heard me talk (aka whine) about the tendency to value eye appeal over content. I have even been part of communication contests that have given the top awards to the pieces with the most eye-appealing graphics and paper.
While at Fairfax County Public Schools I thwarted many attempts to change the opt-in e-mail system from plain text messaging to “rich media messaging,” which would have added graphics and the opportunity for a variety of fonts and colors. Focus on good content, I said, that is what parents and other subscribers want.
So, this piece on Regan.com was a joy to read: “He revived his e-newsletter … with better writing” by Steve Crescenzo. The article documents the success of an e-mail newsletter that offers great writing and no fancy graphics. The subscriber rate indicates the effort is a huge success.