I was horrified to confirm yesterday that due to a website configuration error, a huge percentage of the people who subscribed to my newsletter haven’t been getting my emails for over a year. My best guess is that at least two thirds of the emailed newsletters were ending up in spam folders!
But I’m thrilled to report that after a couple of hours of googling things like DNS, DMARC, DKIM, and CNAME, I identified the problem and found the right places to make the right tweaks — and things are working again! My latest newsletter currently has a 30.8 percent open rate, which is about triple the average open rate of all of my newsletters since May 2020, when the configuration error apparently first manifested.
I can’t help but grieve a bit over the hundreds of unopened emails that I sent during the pandemic. But I’m comforted that moving forward, I’ll be able to reach so many more folks through a mailing list that’s completely separate from social media companies. And that’s feeling more and more necessary every day, since I’m making an effort to stay away from Twitter as much as possible.
Twitter is where I’ve built most of my internet presence over the years. I’ve laughed like hell, learned a lot, made dozens of real friends, reached readers, sold books, raised many dollars for great causes, and helped pull thousands of people into various events and volunteer activities for nonprofits and political groups. All that’s tremendous! And yes, I’ll still pop in there to cheer on colleagues and causes and spread the word about my own stuff – heck, a link to this very post will be automatically cross-posted on Twitter when I hit “Publish.”
But Twitter is also a magnifier of the very worst tendencies of our culture. Its business model depends on interaction, good or bad, and like Facebook, it’s been inexcusably slow to enforce its own policies against harassment and bigotry. And even beyond the most obvious negatives, Twitter creates an expectation of unending access and observation that can be exhausting. Yes, I want to be informed and responsible and active in the world. But Twitter’s not the only place for that. Everyone’s got a different, valid position on all of this, and no doubt some day when I’m goofing around on social media, a good friend will point at this post and give me a sardonic look. But at this moment, on a personal level, I’m realizing that I’m healthier when I’m off Twitter, so off Twitter is where I’m trying to spend most of my time.
So I’m thinking about other ways to both take in information and reach out, which explains why I’m so ridiculously excited to have solved this goofy technical issue with my newsletter. And I’m deeply pleased with myself for figuring out how to edit the CSS to tweak the paragraph spacing of posts on my website to make them more readable, because here I am blogging again like it’s 1999.
If you’re reading this, you’re joining me on this retro journey, and I appreciate you so much. Thank you.
(And if you haven’t already, please do feel free to sign up for the newsletter here!)