You know how much I like to be ironic. Well, today’s brief newsletter is about why today is a bad day to publish a newsletter (see what I mean?).
The reason today’s a bad day? Big snowstorm hitting the northeast.
Not all of you are in the northeast, of course, but many are. And today, we’re all fixated on the big storm.
Schools are closed, supermarket shelves are bare and it’s all over the news.
And so if you publish today – particularly if yours is a monthly and we won’t hear from you for another 30 days – you’re trying to reach people at a time when they are very distracted.
It’s a temporary thing, but it’s very big.
Same goes for Superbowl Sunday, the week between Christmas and New Years, the last week of August, etc.
One of the questions I hear most often from people regarding newsletters is “When’s the best time to publish?” I don’t think there is a best time so much as there are worst times. I try to avoid those.
That means Monday mornings (lots of people looking for things to delete), overnight (every morning is a mini-Monday morning), major holidays and days like today, where people are distracted.
Yes, a schedule is important. But that’s more for you (to have a routine) than for your readers, most of whom are unaware of your “second Friday of the month” rhythm anyway. You can bump it to next Tuesday just this once.
So for today – and all the “days like today” in your future – consider a postponement.