Subscribers React to Newsletter Themes

It's interesting to see how newsletter themes affect opens and opt out rates for long tenured subscribers.

I continually reinvent my business by adding new services, but for the same target market. Many subscribers who had opened and "clicked through" for earlier themes don't understand how the new concepts apply to them and either don't open the newsletter or opt out.

This analogy evokes the old adage, "we mock what we don't understand".  I hope that's not what they're doing.  Instead, I think it's this world of mass communications that triggers one's first option to quickly delete or opt out if they haven't heard of a new concept.  This places even greater emphasis on the need to find the pace setters and opinion leaders who can influence all the rest.