Having a free newsletter or eZine is an essential marketing tool for any
business, individual, or organization. Upon first consideration, it may
seem like a third-rate marketing ploy, or not worth the hassle to
maintain. However, when you create a newsletter, you not only provide
your subscribers with valuable information, you also create a mechanism
to reach out and touch your subscribers every month or week, or any time
period of your choosing.
Everyone who receives your eZine is a potential customer. Whether you
are selling your services or products, each newsletter is an opportunity
to generate revenue. It is also a chance to increase recognition and
grow your business.
And the reason it's free? You want as many names in your database as you
can get. In order for someone to give you their valuable, personal
information, you need to provide them with something equally valuable in
return. Also, if you ask people to pay for your newsletter, some may if
they perceive significant value above and beyond the fee, but most will
just move on to someone who will give them the equivalent information
for free.
Your eZine can be created in either plain text or HTML (HyperText Markup
Language) formats, or both. HTML is the same code that is used to
create web pages, so it allows you to incorporate design elements such
as colors, graphics, photos, and links in your eZine. At one point,
plain text vs. HTML format for newsletters was a highly debated topic
and the vote was pretty evenly split. With the advancement of
technology, such as increased storage capacity in inboxes, this is no
longer such a pressing issue; however, there are a couple of things to
know.
First and foremost, you want your readers to be able to read your
newsletter. There are a couple of great websites that will help you
manage and send out your newsletter with this priority in mind; I use
Aweber (http://www.aweber.com). This site sends out both types and then
the receiver's
buy email database software chooses which format will be the most
readable. However, if you cannot send out both, there are certain
advantages and disadvantages to either type.
Text: Text documents are the easiest to read because all email servers
can receive them. They also are less likely to be caught in spam
filters, so you can be sure that your subscribers are receiving your
newsletter (see tip 9 for more information on spamming). However, you
have to worry about "wrapping" the text so that it looks the same in
everyone's inbox. And, you can only work with text color to make your
content and product presentations flashy and visually exciting and
interesting.
HTML: As noted above, an eZine in HTML format will display like a web
page. However, not all email programs will be able to read it properly.
While the technology has improved, many people still own older machines
that cannot decipher HTML embedded in an email. Also, the spam rating
for this type of newsletter is significantly higher than it is for a
text document, so there's a chance it may end up in your readers' spam
folders. The possibilities for design, color-scheme, and product
placement are endless, and usually make it worth your time to explore
this option.
Best of both worlds: Another option for format is to send out a plain
text message that simply introduces that issue of your eZine, then
provides a live link to the full version online, which can include as
many graphics and media as you want. This ensures that your email will
get through, but also allows you to take full advantage of online
resources. Keep in mind, however, that not all readers will be willing
to click out of the message to another web page. Consider what's best
for your readers.
Content
It is essential that you take your newsletter or eZine seriously and
create high-value content. If you deliver sub-par information, you will
quickly lose subscribers. At the same time, however, don't overwhelm
your readers with too much information, even good information. Short is
better than long. Many people are inundated with emails every day; they
are not going to take the time to read your weekly novel. If you can
condense your message into three really pithy paragraphs and deliver
great value to your reader, you are golden.
Ideal target: Try limiting each issue of your eZine to 350 words of
text. This will fit on most viewers' screens, without having to scroll
down. Subscribers really appreciate having all the content at their
immediate view.
Once you've struck this balance and engaged your readers, you can then
use your content to promote your products, speaking engagements, or your
media placements. If you can incorporate a plug for your latest eBook,
mp3, or any other item into your newsletter, you will sell infinitely
more merchandise. You will do best if you can make a connection between
the message you are sending and the product you are presenting. If your
message is all about reading body language and you can say, "For more
about the subtle messages you send with your body language, check out my
new eBook on ..." By giving readers a bit of useful information, you
are creating an interest in the specific topic, and you can build on
that by immediately offering to expand their knowledge of the topic with
a related product.
The best balance: While each issue of your eZine is a great marketing
tool, there's good reason to give your readers a break from promotions
once in awhile. They'll surely appreciate the occasional reminder that
you are providing a worthwhile service outside of your product plugs,
and that might make them even more willing to purchase a product the
next time. A good balance is a 3:1 ratio of issues without and with
product plugs.
Sell Your Products
Having products to sell and incorporating them into your eZine are
obviously a great way to generate income and make your newsletter
profitable. I currently make on average about $8,000 a month from
products people buy off of my newsletter. That's a lot of money! I've
been able to accomplish this by taking the time to create 70 pieces of
merchandise. These range from eBooks and mp3s to assessments and
soft-cover books. I am also in the process of creating Podcasts and
video downloads to complete my range of media offerings.
Explore all of your options. Your products do not have to be tangible;
they can be electronic. Things like eBooks and mp3s are great items
because there are no manufacturing, distributing, or shipping costs.
Once you pay to create the file, that's it. It's pure profit!
Also, your products should be as specific as possible. If your
newsletter is on a broad topic, such as cooking, create products that
address specific issues. You may have "how to grill the perfect steak,"
or "when a vegetarian menu is your best option," or "the top 25
chocolate recipes." By breaking down your expertise into specific titles
that solve a certain problem or meet a specific need, you will be able
to easily generate products and start earning money off of your "free"
newsletter.
In order to sell products in your eZine, you will need some type of
online shopping cart to process the transactions. Most of these systems
have the capability to automatically handle the purchase and
distribution of eProducts such as mp3s and eBooks (I use
AutomatedShoppingCarts.com). Another useful feature called "Ad-Tracking"
allows you to track which purchases were made from each eZine so you
can monitor your most and least effective product sales copy.
Ad-Tracking also allows you to do "split testing," which enables you to
track the results of several versions of sales copy for the same
product. This process will let you see which sales copy is the most
effective at generating sales. By dividing your web traffic for a
product between several destination pages, each with different sales
copy, you will be able to easily determine which page is performing
best. There are also software programs available to help you test and
optimize your online ads.
Comments
Post a Comment