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No paywall decision email template

An editorial decision about access explained.

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Illustrative example. Replace the fictional sender, dates, amounts, locations, and account details before use.

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No paywall decisionIllustrative preview
No paywall decision email template preview

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A reviewed browser rendition of the no paywall decision structure. It is not a send receipt or an inbox-placement claim.

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Message anatomy

A useful starting point, with the important parts named.

A paywall would roughly double the income and would exclude the readers who write to me most. That is the trade and it is not a costless principle.

What you can change

  • Brand name
  • Subject line
  • Preheader
  • Eyebrow
  • Headline
  • Supporting copy
  • Primary action label
  • Primary action URL

What to keep clear

  1. Campaign context
  2. Headline and editorial premise
  3. Three skimmable sections
  4. Primary and secondary action
  5. Preference and unsubscribe footer

Complete starting copy

Read it as text, not only as a picture.

Sample details are fictional. Replace them with reviewed customer and event data before use.
From
Drover's Way Journal
Subject
There will not be a paywall, and here is what that costs
Preheader
About £6,000 a year of income I am not taking.

A decision

No paywall, which costs about six thousand pounds a year

A paywall would roughly double the income and would exclude the readers who write to me most. That is the trade and it is not a costless principle.

What it would earn

About six thousand a year on comparable conversion rates. That is a real amount and I am not pretending otherwise.

Why not

Because the letters I most value come from people who would not pay. Not because they cannot afford it but because they would not, and both matter.

What happens instead

Voluntary support from about four percent of readers. That is enough, currently, and if it stops being enough I will say so rather than quietly adding a wall.

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Connected work

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AutomationsPlace this message inside a journey with a clear trigger and exit.AudiencesChoose who should receive it, and who should be left out.AnalyticsMeasure the response that matters after the send.MCP for agentsAdapt the structure through a compatible assistant with limited workspace access.

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