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eNewsletter Subject Line Fail

Just received the monthly e-newsletter from financial services company Vanguard. I receive this every month, and every month the subject line is the same: It’s the title of the e-newsletter, “In the Vanguard.” Unfortunately, the title tells me little about why I’d want to read further. If you want me to open a newsletter, give me a reason. Pique my interest with a hot topic. Inside this particular newsletter (which I opened only for the purpose of writing this post), I found a link to an article on the Fed’s response to the financial crisis. Now that could be interesting. New subject line: In the Vanguard: The Fed Strikes Back! Anything that’s timely and relevant would be better than the status quo.