Should You Pre-announce Site Changes?

I’d like to pose a question to you, the esteemed One Degree reader:

”Does it make sense to send a message to your e-mail list telling them that you will be launching a new website ‘very soon’?”

<image lost to link decay>

If you click on the image above you’ll be able to see the e-mail I just received from “Black’s Photo”. I’m puzzled by this as the message seems to be saying “we’d like to interrupt your day to tell you not to come to our site now, but that you’ll really want to at some point in the future, we just can’t tell you quite when.”

Am I missing something? Is there a reason to send this kind of message? Black’s isn’t alone in doing this but I’ve never understood the logic.

Originally published at on July 18, 2005.