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Best practices

How to Send an Apology Email

Here’s what to do if you make an email mistake — and how to fix your email workflow so you never make a mistake like that again.

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Beyond the Inbox

The Hopeful Rise and Tragic End of Refashionista

In October 2021, Refashionista writer Jillian Owens passed away. A year later, a loyal reader remembers her — and the newsletter she left behind.

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Ask a Deliverability Expert

Ask a Deliverability Expert: How Do I Know If My Emails Are Actually Landing in a Reader’s Inbox?

Open and click rates aren’t enough to understand whether or not your emails are being delivered to the inbox. Here’s what else to monitor.

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Not a Newsletter

Not a Newsletter: September 2022

Welcome to the September edition of Not a Newsletter, a monthly, semi-comprehensive, Google Doc-based guide to sending better emails! I’m Dan, the founder of Inbox Collective, an email consultancy, and the former Director of Newsletters at The New Yorker and BuzzFeed. Every month, I update this doc with email news, tips, and ideas. Sign up […]

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Newsletter monetization

The Five Types of Indie Newsletter Business Models

Here’s what we’ve learned about matching the right newsletter to the right business model.

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Newsletter success stories

How I Built a Consulting Business From a Google Doc and an Email List

A deep dive into how Inbox Collective grew into a successful consulting business — and what you can learn from it.

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ESP Reviews

Why Mailchimp Might Be The Right ESP For You

It’s a great option for a newsroom or a non-profit that’s building out an email strategy — but beware the price as you grow your audience.

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Not a Newsletter

Not a Newsletter: August 2022

Welcome to the August edition of Not a Newsletter, a monthly, semi-comprehensive, Google Doc-based guide to sending better emails! I’m Dan, the founder of Inbox Collective, an email consultancy, and the former Director of Newsletters at The New Yorker and BuzzFeed. Every month, I update this doc with email news, tips, and ideas. Sign up […]

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Newsletter success stories

Claire and Erica Have a Few Things to Tell You

Erica Cerulo and Claire Mazur started out sending marketing emails for their store and turned it into a product-discovery business.

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Best practices

How to Write a Great Subject Line For Your Newsletter

From best practices to A/B testing ideas, here’s what you need to know about writing subject lines that readers will open.