When looking into newsletter naming, I was surprised how little information is available on that topic.
After all, there is a whole industry built around product naming and branding, with agencies running focus groups on how well certain names promote brand values or align with corporate identity.
But not so much for newsletters. Actually, quite a few people I spoke to felt that the name was not that important.
The thinking is that the newsletter inadvertently will be identified by several elements besides its name. There’s the author, who will be shown prominently in the from field of the inbox. Next to the even more prominent subject line, which in most cases is different from the product name and changes for every issue.
Newsletter names can also be changed easily. In fact, this newsletter started out as “Last Week in Newsletters”. That sounded a bit outdated and I changed it to “The Week in Newsletters”.
It was easy for me to change the name, but even much bigger newsletters can do so quite easily easily. The NY Times just did it with their flagship Morning Briefing newsletter (yes, the one with 17 million subscribers
), which is now simply called “The Morning”.
The name changed as part of an entire revamp of the newsletter alongside a new big name author and many design tweaks. And while there were many discussions about the list size, the new author and the overall success story, the name change actually went mostly unnoticed as far as I could tell.