Sometimes you need to be outrageous
Customers tune out the same offers that you send time after time. Discounts, free shipping, holiday sales … blah. It gets increasingly hard to get any kind of response. And once readers tune you out, it’s almost impossible to re-engage them.
Despair.com woke up their their readers with something surprising: They locked down their entire website. You needed a password to shop — which only regular newsletter readers had access to.