Sophisticated online subscription marketers, Classmates has an ongoing series of emails that go out its membership offer abandoners — visitors who got part-way through the steps of signing up for a membership but abandoned when asked for a credit card number.(Note: our Insider’s Marketing Samples Library has several examples of email series sent to abandons by various subscription site marketers.)Classmates sends its emails several times a week — up to months after a consumer has abandoned. I guess, just like in the days of yore when print magazines would pound you with printed mailed renewal notices for months and months, this email series must bring in some paying subscribers.The problem is, after awhile the emails become annoying. Even when personalized – mainly on the theme of who from your high school has joined Classmates or visited your “page” at classmates – when you’ve received several zillion of them as Insider’s test accounts have, you may begin to have a negative reaction toward the brand itself.You’ve moved from being a good prospect to being an anti-prospect.This morning Classmates made an absolutely brilliant marketing move to forestall the anti-feelings and revive their brand in prospect’s in-boxes. They launched Blast, a new nostalgia newsletter to compliment (not replace) their current personalized series. The subject line in our inbox read, “Your new Blast: Celebrity pix, classic movies, and unforgettable music.”Several years ago I learned from the email marketing team at eDiets that they used a similar tactic. In their case, they wanted to email paying members frequently so the members would remain highly engaged in the program and keep paying that monthly fee. They problem was, if they sent members a same-old, same-old daily, it got annoying. So, instead they made up a different newsletter “brand’ for each day of the week. It’s sort of like being a themed cable channel and showing a series of different shows on similar topics throughout the day, rather than different episodes of the exact same show all the time.According to eDiets, this newsletter tactic worked very well. Plus, it’s frankly more fun for the marketing team to put out. I bet it works for Classmates as well.