How to Create an Email Newsletter That Actually Gets Read


Even your easily bored cat would love to read your email newsletter with the tips contained here 😉



Evaluate: Do You Even Need An Email Newsletter?

Do some research, if in your specific line of business:

  • Are there successful email newsletters that people like to subscribe to?
  • What’s in them?
  • Do you have the resources available to create a successful newsletter?


Evaluate your business’ goals:

  • Are you trying to increase the number of leads?
  • Better qualify leads before salespeople speak to them?
  • Close more deals?
  • Retain more customers?


NOTE: If in your line of business your customers are not really interested in email newsletters OR if your goals don’t line up with what a emailed newsletter could accomplish

Your time might be better spent creating something else like great, value add, Blog post content.

Hence, gather some relevant statistics, then create a plan-of-action either for a successful newsletter OR some other customer outreach activity. This approach always delivers the best results.

Figure Out What Kind Of Online Newsletter You Want To Send.

The biggest problem with business newsletters, especially if they are driven / crafted by the business owner who often has no knowledge of Digital Marketing, is that there contents are cluttered and unfocused.  The newsletter is trying to deliver way too much info to its recipient.

Product news is adjacent to PR stories
Blog post excerpts not connect to either the product new or the PR stories is thrown in
Random fortnightly events are mentioned in passing
It’s a kind of mess.

Emails always need a common, clearly understood thread in their content, to be meaningful and add value to the customers they are intended for.  The very best approach is to keep Email content focused on a single very specific topic.

Newsletter content must be 90% educational & 10% salesy

Email newsletter subscribers just don’t want to hear about products and services 100% of the time, in each newsletter that arrives.

There’s only so much products and services information they will accept before they you tune out.

In email newsletters, get rid of the self-promotion (most of the time) and focus on sending your subscribers educational, relevant, timely information that helps them resolve the myriad problems they have in their day to day lives.

Find tons of creative and engaging ways to add measurable value to your email newsletter recipients (i.e. paying customers) in each and every newsletter. You really do not want your newsletters automatically thrashed or worse encourage the customer to hit Unsubscribe.

Either ways you’ve permanently lost an excellent way to connect with and drive your customers. This is always bad for any business.

Unless you actually have an exciting, big piece of news about your product, service, or company, definitely leave out all blatantly salesy parts.

Set Customer Expectations On Your Subscribe Page

Once you’ve figured out your newsletter’s focus and content balance, make very sure this is communicated to your potential / customer clearly and unambiguously on the subscribe / landing page of your website.

Get brutally specific. Tell potential subscribers exactly what will be in your newsletter, how often they should expect to hear from you AND how your newsletter will add value to them.

Here is a great approach by SmartBrief.  On their subscribe / landing page, they clearly say what will be in their newsletter and give potential subscribers a preview link. Check it out:


Subscribers find this really awesome.  They can now subscribe with both eyes open, knowing exactly what they will receive, and how often they’ll be receiving it.

As the Digital Marketing specialist, giving such detailed information up front helps diminish your Unsubscribe rate and helps prevent your Emails being flagged as Spam as well.

Get Creative With Email Subject Lines

Even if subscribers sign up for your emails, there’s no guarantee that they will open your emails once they get them in their inbox. You’ve got to be clear that subscribers quickly scan your Email Subject line in their inbox first.

If the subject line captures their attention and intrigues them only them will they click on the email and open it to read.

A great approach is to ensure you use a different, creative, engaging, attention grabbing subject line for each newsletter sent out.  One company which does this really well is Thrillist. Here’s a collection of email newsletter subject lines I’ve received recently.


Truthfully, I opened every single one of these emails because of their engaging subject lines. Even though I know that these emails are coming in my inbox every morning, the subject lines is what entices me to click open the email.

Pick One Primary Call-To-Action


Occasionally, (I do not recommend doing this too often though) a newsletter is created having multiple Calls To Action.  Perhaps the newsletter is offering multiple Wine Tasting sessions at different venues and you need to figure out who and how many are going exactly where.

What’s needed in this case is to try and have one-main-thing-that-you’d-like-your-subscribers-to-do and prominently focus on this as the newsletters Call To Action.

The rest of the CTAs should be in-case-you-have-the-time type options.

Whether the secondary CTAs are simply to click through to read the latest Blog post or to forward the newsletter to a friend, ensure that its super simple for subscribers to know what you want them to be doing.

Keep Newsletter Design And Copy Minimal

A newsletter can easily feel cluttered because of the copy contained.

The trick email marketers use to make a newsletter look uncluttered involves two things:

1. Concise copy
2. Enough white space in the newsletter design

Concise copy

Well subscribers do not want to spend the whole day reading your newsletter. They do have a life you know even if you’d like to believe otherwise.

Additionally, you really want them to be elsewhere, on your website landing page or a specific Blog post. Concise copy gives subscribers a taste of what will add value to them. Just enough that they are driven to click and learn more

White space

This is key in email newsletters because it helps visually alleviate any cluttered feel. On mobiles and tablets, white space makes it much easier for readers to click the right link.

Make Sure All Newsletter Images Have Alt Text

Visual content (i.e. images) play an incredibly important role in holding the reader’s attention after they open a newsletter.  Humans have always been visually driven.

Unfortunately email is a little bit trickier.

Quite often people do not have images enabled in their email client. Hence you’ve got to make sure each image added to your newsletter has one vital component: alt text.

Alt text is really the alternative text that appears in the email content area where the image should be when such images are not loaded and displayed.

This is really really important if all the Call To Actions in the newsletter are images.

The reader can then use the CTA images alt test  to click on, even if no the image is displayed because they have disabled the display in images in their email client.   Otherwise it’s as though your newsletter has no Call To Actions at all.

Make It Easy For People To Unsubscribe


While this sounds strange, it’s really important you want to maintain an active, engaged subscriber base.

Don’t use weird language like “Alter your communication with us.”
Don’t hide an unsubscribe button behind an image without alt text.

Besides keeping your list healthy, having a clear unsubscribe process helps ensure your email isn’t marked SPAM before it hits your customers inbox.

Test, Test, Test

Never overlook the fact that split or A/B testing the newsletters is very important.  Make subtle or in your face changes to the emails subject, structure, copy, images and more.

Then create various goals in your Google analytics account.

Check which newsletter gives you the best results as defined when you started off Email campaign.

Once you’ve identified which newsletter based subject, structure, copy, images and more deliver the very best results, stick with that one.

Experiment with short, funny subject lines

All email subject lines should be short ones. Short subject lines seem to get more newsletters opened and engaged with.

Try infusing a little humor into the subject line and copy?

Anything that can put a smile on your recipients’ faces has the awesome potential to improve your mail open and click through rates.  Humor really works.

No Images

As an experiment send out Emails with no images in them at all. Remove all images but use seriously great content copy.

Below is a superb example of a plain text email with terrific copy from Maple Jeans.

I especially love the P.S. bits toward the end. They increase the spacing between the different CTAs, making it even easier to click on mobile. They give the whole email a much less promotional feel.

Please Leave Your Comments. They Are A Huge Help

If you liked this Blog post, I’d love to read your comments.
If you thought that this Blog post was not up to your expectations, I’d love to read your comments.

It’s your comments that helps me get better each day. Please pass on your bouquets or brickbats in the comments section right below.


  1. Hey Ivan,

    Thank you for all the action-able tips, am going to try a number of these for my own newsletters.

    Personally, I find a lot more opens when the subject line is good, relevant and catchy.

    I always keep the text to a minimum with very short sentences that can be easily read. Short newsletters have converted better for me.

    I like to keep a single call to action in the newsletter but mention it twice, depending on the length of the newsletter.

    Good to see you mention about the un-subscription, which is very important. No point having people that aren’t interested in the list.

    Uttoran Sen,
    Uttoran recently posted…17 Social Media Monitoring Tools – An IntroductionMy Profile

    • Hi Uttoran,

      I’m tickled pink that you are going to try out a number of my suggestions for your own newsletters.

      I’m always really glad when my post adds value to anyone.

      Thanks so much for sharing what works for you. Catchy title, short, sweet, to the point, newsletter content, with two Calls To Action. This is definitely a great way to go.

      I’m sure your newsletters are going to work out perfectly for your Uttoran.

      Thanks for stopping by and commenting.
      Ivan Bayross recently posted…Write A Blog Post QuicklyMy Profile

  2. Hey Ivan,

    Great points here but the two that are really vital that you mentioned for me is to make sure that the majority of your newsletters is educational and the minority is promoting products/services. You say 90/10, some say 80/20 while others say 75/25… in either case these formulas helps establish you as an authority and builds a lot of trust.

    Also you want to convey whatever you put on your optin box or capture page within your newsletter. You definitely don’t want to disappoint your subscribers with talking about other subjects besides what you promised them. This as well establishes you as an authority as well as builds trust among your subscribers.

    Thanks for the share Ivan! Have a great weekend!
    Sherman Smith recently posted…Physically Gone But Will Always Be HereMy Profile

    • Hi Sherman,

      Yes, you said it perfectly. Two vital points that one must keep in mind to prevent your newsletters being flagged as SPAM or getting unsubscribed.

      I’ve always used the 90/10 ration Sherman. I’ve always believed that one adds a lot of value to the site visitor, builds trust and then finally business happens.

      One can always try out other ratios to find what works and what does not.

      I completely agree Sherman, disappointing subscribers again and again is really terrible for any Internet business

      Thanks for stopping by an commenting. Sherman. Appreciate this.
      Ivan Bayross recently posted…How to Build a Facebook Following EffectivelyMy Profile

  3. Hello Ivan Oh Yeh Test Test Test, I talked about this the other day on my blog not with email though, it was about copywriting. And yes it does all have to do with the Titles Right?

    This is going to be the decision maker if your emails get read or not!

    You really have shared some great tips here to help get those email opened and read.

    Thanks for sharing.
    Chery :))
    Chery recently posted…The Real Story About Making Money OnlineMy Profile

  4. Hello Ivan,

    Thanks for writing this post. I was nodding my head in agreement with you on all the points, very well written and true.

    My favorite point is the need to pick one primary call to action. It’s confusing reading an email that contains lots of calls to action, you even forget the first one when you get others, let alone when you get to the last one, etc.

    I also like the point of making it easy for people to unsubscribe, why force people to keep receiving your newsletter if they don’t want to, right?

    • Hi Gary,

      Yes indeed, why force people to keep receiving your newsletter if they do not want to receive it? Does not make sense.

      Personally, I find newsletters, that do not have a unsubscribe or worse a badly coded unsubscribe which requires I’ve to add a whole lot of information before I’m unsubscribed, very disrespectful of site visitors.

      This is simply bad for business.

      I’m happy you found the Blog post engaging and informative Gary. Music to my ears.

      Thanks heaps for commenting.
      Ivan Bayross recently posted…9 Optimization Tips For Social Media MarketingMy Profile

  5. This line of attack in marketing that is a cost-effective medium for building relationships and maintaining regular contact with customers and prospects.

    Creating an email newsletter is easier said than done. It’s essential to hit the nuts-and-bolts and the important parts to target right and convert the receiver into a customer.

    The fact that people in our time receive hundreds or multiple of emails in a day, you have to have that email subject that’s unique that won’t look spammy or just another/usual unsolicited email.

    The basic idea, tips and shared insights here are remarkable. If one will go behind the tips or take the tips that they think they need is advisable.

    “Set Customer Expectations On Your Subscribe Page”, “Get Creative With Email Subject Lines”and “Keep Newsletter Design And Copy Minimal” are my favorite tips among all.
    Metz recently posted…5 Ways To Make Money Online – You Haven’t Tried #4!My Profile

  6. Hi Ivan,

    What an awesome post on creating newsletters by using e-mails.

    This post is right on key for me as it is something I need to do for the entry point of my blog. Staying focused and keeping it simple is so important.

    I like your 90% educational and 10% salesy idea as subject lines that are salesy, in my inbox, get deleted.

    I love e-mails where people share about themselves and have a bit of humor to them, tend to keep me more interested.

    Picking a simple Call To Action lets our readers know exactly what to do.

    Thank you for sharing, Ivan.

    You have a wonderful week!

    Linda Schrier recently posted…How to Generate Traffic to Your Blog?My Profile

    • Hi Linda,

      You are pretty much like me, email subject lines that consistently come in as salesy, never get opened by me, just Thrashed.

      If the newsletter comes in multiple times and is always salesy then I flag this as SPAM in my email client and never have to see the newsletter again.

      This ensures that the newsletter sender has lost any opportunity to convert me to a paying customer as I’m no longer receiving their emailed newsletters.

      Glad you like my post Linda. Thanks so much for commenting.
      Ivan Bayross recently posted…Do You Avoid Backing Up Your WordPress Website?My Profile

  7. Hey Ivan,
    This is the very correct

    In email newsletters, get rid of the self-promotion (most of the time) and focus on sending your subscribers educational, relevant, timely information that helps them resolve the myriad problems they have in their day to day lives.

    I couldn’t agree more with that fact.

    Email should help in solving problems for the targeted audience. In achieving this, one must ensure that creativity is entrenched in the presentation, design and delivery.

    I agree that newsletters should 90% educational and 10% salesy, yet the latter must tested on a workable call-to-action!
    Sunday William recently posted…The Anatomy of an Opt-In Form That Drives Traffic in DrovesMy Profile

  8. Good post. With so many emails hitting our email addresses all the time, it’s good to know how to create an email newsletter that actually gets read. It’s not easy, but the tips you shared here will be helpful. I agree that newsletter content must be more educational or informational than salesy, the 90% to 10% figure sounds good. When readers know your emails are more helpful than salesy, they will look forward to opening and reading from you. I agree with the other tips as well. Thanks for sharing.

  9. Hey Kevin,

    Thanks for stopping by an commenting. Appreciate that.

    Yes, its always uplifting for any business to get its Email newsletters opened, read and acted on.

    Delivering 90% helpful and breezy newsletters is the real bottleneck.

    This is what taxes the skill of the Internet marketing specialists the most.

    I really glad you found my Blog post content useful Kevin.

    Hopefully, your newsletter will start bringing in the moolah for you now.
    Ivan Bayross recently posted…Build your brandMy Profile

  10. Hello Ivan,

    Great Post Indeed. All the points you mentioned are worth following. Though, I don’t focus much on the newsletters (I know I should). Once I start doing that, I’ll keep all your points in mind.

    ‘Newsletter content must be 90% educational & 10% salesy’ is so true. Visitors should not find the newsletter only promotional, it should be beneficial to them in the form of knowledge and education.

    And this was also an important point that newsletter should be easily unsubscribe-able. Because there is no point in forcing people to get our newsletter. Great share! Thansk1
    Sonam Asrani recently posted…How To Find IMEI Number Of The Lost Android DeviceMy Profile

  11. Ivan:

    Thanks for a comprehensive and valuable post with truly insightful suggestions.

    I would add one simple but very effective technique.

    Include a CALL-TO-ACTION in the P.S. of your signature. (If the call-to-action makes money for you, all the better).

    The P.S., for some reason, is heavily read and should be exploited.
    Robert A Kearse recently posted…

    How To Increase Targeted Traffic: Join
    These 10 Powerful Google+ Communities
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    • Hi George

      Oh Yes, having a responsive newsletter template is an absolute must in today’s
      Internet driven world.

      You’ll be surprised at the number of subscribers who would be taking a look at you newsletter using some kind of mobile device.

      Dispatching a newsletter using a non-responsive template is quite simply losing you click throughs and user engagement.

      Thanks for stopping by and commenting. Really nice of you to do so.
      Ivan Bayross recently posted…Do You Avoid Backing Up Your WordPress Website?My Profile

  12. Great stuff Ivan!

    I try to not use those with a lot of pretty graphics unless I am running a brand specific campaign.

    For my own newsletters, I try to stick with plain text. It makes it more personal and I seem to get a lot more feedbacks from my CTA’s.

    I’ve been wondering about ALT text in emails though. You touched on it briefly but you just made it make sense for me. LOL! Can’t believe I didnt catch that one before.
    Dennis Seymour recently posted…Schema Plugin Version 1.1 BetaMy Profile

    • Hi Dennis,

      Real nice to hear from you. Been a while.

      A plain text newsletter, greeting your subscriber by name, a terrific subject line, engaging useful content are all key to boosting your email open and click through rate.

      Google is playing spoil sport and standard newsletters with great images and stuff are being relegated to the Promotions Tab in Gmail.

      Its easy to figure out newsletters sent via Mail Chimp or Constant Contact and so on, the – Sent Email Id – is a real weird one.

      Thanks for dropping by and commenting Dennis. Always a pleasure to hear from you.
      Ivan Bayross recently posted…Endless Online Income Opportunities?My Profile

  13. Thanks Ivan for this information on email marketing.

    Over the years what has worked best for me are very specific follow-up emails (usually around 5 to 7) with a few discount coupons in the background – relevant information is always in the foreground.

    Another successful model has been offering a free ebook with all the information in one follow-up email. Of course, my affiliate links/coupons are in this ebook.

    While most marketers suggest building a lasting relationship with your subscribers – don’t become fixated on just this one method. I have found if you’re promoting CPA (cost per action) offers then a high turn-over of subscribers works just as well to bring in revenue. These subscribers/clients might be only looking for a specific service or product and have no interest in forming/building an ongoing relationship.

    Just my 2 cents,
    Titus Hoskins recently posted…Why I Hate The New Google LogoMy Profile

    • Hi Titus,

      Targeted followup Emails, spaced out correctly, so as not to bug the client, filled with value add information in the foreground, and discount coupons discreetly in the background, WOW! that just has deliver exciting results.

      I could not have said it better.

      Oh! yes, one off sales almost always works like you’ve described.

      That said, people who derive a living wage via the Internet, have realised long ago that if you have about 40% of your customers who are repeat buyers (not the one off kind), they are there because they’ve learned to trust you and trust in you.

      They are your advocates on various social streams they belong to. They create gateways to you via which a number of one off buyers come in that just swells your Internet driven income.


      They are not affiliates, they just believe that you can and do deliver.

      While I do not try to able to build strong trust based relationships with everyone who visits my site, whenever anyone reaches out I always come back with an appropriate response.

      This has paid of in spades for me.

      I can vouch for the fact that under promising and over delivering (a tad) has had the most interesting effect on the income I derive via the Internet.

      Thanks for dropping by and commenting Titus. I really appreciate it.
      Ivan Bayross recently posted…Can I leverage Blog Post Content?My Profile

  14. This is spot on, Ivan. Everything from the “90% educational” to leaving white spaces in between.

    Readers these days have a short attention span, and that includes their ability/patience to read long emails. I always keep paragraphs short and make it a habit to double-space, as it separates the sentences that i really want people to read.

    All the best!
    Elvis Michael recently posted…9 Great Websites to Find Freelance Writing JobsMy Profile

    • Hello Nathaniel,

      Welcome to and thanks a lot for your comment. We know you might mean well but please refrain from such “generic” or “one liner” comments. We detect most of them as spam and delete them. We approved this to show others an example of the types of comments not allowed. If you make similar type of comments like these we will delete them and might restrict your commenting privileges.

      In case you don’t understand, generic or one-liner type of comments are comments which don’t really add any value to the post or discussion nor say anything useful. Such comments can be repeated across thousands of blog posts because they are “generic” and spammy. We and the owners of the posts here don’t want such comments. Neither would you when you start sharing your posts here.

      Please spend some more time to really read the posts, and leave valuable comments.

      To get more information about what you can do on Kingged, re the rules and others, please join the mailing list here, if you haven’t –

      Arjay [Moderator] recently posted…[NEW] Get $10,000+ In’s MONTHLY Blogging ContestMy Profile

  15. Your best post I’ve read thus far, Ivan!Very comprehensive post about list building that should be read by all marketers. I also love the fact that the article gives a clear picture on how to develop an effective list building strategy without listing down tools. This gives people more incentive to do the research themselves on which tools to use. Keep up the great work!
    Christopher Jan Benitez recently posted…How to Develop an Email Marketing Strategy that Will Increase ProfitMy Profile

    • Hello Jeri,

      Welcome to and thanks a lot for your comment. We know you might mean well but please refrain from such “generic” or “one liner” comments. We detect most of them as spam and delete them. We approved this to show others an example of the types of comments not allowed. If you make similar type of comments like these we will delete them and might restrict your commenting privileges.

      In case you don’t understand, generic or one-liner type of comments are comments which don’t really add any value to the post or discussion nor say anything useful. Such comments can be repeated across thousands of blog posts because they are “generic” and spammy. We and the owners of the posts here don’t want such comments. Neither would you when you start sharing your posts here.

      Please spend some more time to really read the posts, and leave valuable comments.

      To get more information about what you can do on Kingged, re the rules and others, please join the mailing list here, if you haven’t –

      Arjay [Moderator] recently posted…[NEW] Get $10,000+ In’s MONTHLY Blogging ContestMy Profile

  16. Hello lvan,

    Thank you so much for the kind information about email newsletter and all related things. Actually we are new for this and i hope this will help us to create good email marketing campaign for our business promotion.


  17. You brought out some excellent points, like being “brutally specific.” I was thinking about what you wrote in the context of how I handle the newsletters that I receive. There are probably only 5-10 that I actually read and look forward to receiving. The rest of them I have unsubscribed or filtered into a directory of “read later.”

    I have often asked my self what differentiates the 5-10 from the others and you have highlighted some key points in your article. For example, if it feels like it is 90% salesy, I hit the delete or unsubscribe. I want to feel like the editor actually cares about his/her subscribers.

    Great article!
    Deborah Anderson recently posted…Experts Share Why They Love Twitter Chats and Why You Should, Too!My Profile

    • Hi Deborah,

      I guess we are all numb with the extent of information that pours into our mailbox. I find it virtually impossible to read all and hence, like you I’ve filters on.

      I read about 3 to 5 newsletters regularly, and I scan about 2/3 newsletters quickly on weekends.

      IF there is a video I do take a quick look. If the video contains really useful information, then I may watch it till the end, but – Marketing Videos – that are 14 mins to 1 hour long almost never get watched.

      I really do not want to view and listen to how great a tool is and how much money it earned the seller, even if PayPal screens are shown. These are the kind that really turn me off.

      I’m guessing that your – Read Later – folder hardly ever gets read. 🙂

      Its likely you just just purge it now and again so that it does not become too heavy.

      I feel exactly like you do about newsletters Deborah, I will always read newsletters that follow the 90%-10% rule. 90% content that adds value to me in some way and 10% marketing content. I do accept that the newsletter sender has to pay bills like I have to.

      Thanks so much for stopping by and commenting Deborah. It was really nice of you to do so.
      Ivan Bayross recently posted…Even Sceptic’s Can Get Targeted Traffic from Google+My Profile

        • Hi GrowMap,

          Awesome name BTW, I agree – Read Later – is the new name of the Thrash folder 🙂

          Ah! Well! – I’m sure every Blogger experiences the same stress levels that you’ve spoken about.

          That said, the only difference in my approach is that I set aside a specific time in the day, 7 days a week, when I actually Scan / Read newsletter content.

          The 30 minutes I’ve set aside, has often delivered me golden nuggets that I would have definitely missed if I had a less rigid approach to reading newsletter.

          If I subscribed to the newsletter, its because I’m convinced that the newsletter will deliver me something of value.

          Just sharing my approach GrowMap. That’s all.
          Ivan Bayross recently posted…Having A Small Mailing List Hurts BloggersMy Profile

  18. Hi,

    Great post with really useful insight! I do agree that it is important to get creative with your subject line, but what needs to be taken into account is that content that follows catchy subject line, has to be valuable to your readers.

  19. Hello Ivan,

    I’ve read this before and have commented before but I just couldn’t resist open it again now because of the lovely image of the cat on the homepage.

    The cat image is funny and inviting, I couldn’t resist clicking this and reading again. 🙂


    • Hey Gary,

      Thanks for coming back and commenting again. I’m over the moon about this. I’ve just had a superb start to a warm October, Wednesday morning here in Mumbai / India when I read your comment.

      Gradually, I’m learning about the magnetism of – Images – Gary.

      Somehow I need to build my imagination up to a point when I can visualize images that seemingly have little in common with the Blog topic BUT actually add huge value to the Post by drawing people in visually.

      Everyday, in some way I’m learning something new. It a terrific trip.

      Currently I’ve spending a chunk of my time learning how to conduct Webinars. I’ve got a paid subscription to WebinarJam and to GoToWebinar.

      I’m practising and figuring out how to do a really good job with Webinars.

      What’s new in your Internet driven life Gary?

      Have a great day today and every day.
      Ivan Bayross recently posted…Unleash a Surge of Email SubscribersMy Profile

      • Thanks for replying again, Ivan.

        You did really good with the cat image, which goes to say you’re building your imagination exactly well. The rest of us need to do that better.

        Webinars are getting bigger these days, and they are profitable. Learning how to conduct them should pay off, good job.

        What’s new in my Internet life? Same ol’ same ol’, I’d say 🙂

        Enjoy your lovely warm October, hope it doesn’t get too warm though.