90 U N M ARKETING It's not about list size, open rates, or click-throughs if all you're going to do is pitch your subscribers. It's about engagement. It's about when I see your newsletter in my inbox, among 400 other things in the morning, I say to myself, "I have to read this, it's always great." How many newsletters can you say that about? Are people saying that about yours? Don't make people angry. They talk about it when they're angry. They tell others about it when they're angry. And if you say, "Well, at least they're talking about me!" I'm going to slug you right in the gut. 71 Your newsletter should be an authentic representation of what the people signed up for and what the content is going to offer. If they signed up for tips on how to be better parents, then send them tips on how to be a better parent! If the unfortunate occurs and someone wants to unsubscribe to