you, as a subject matter expert, to provide it to them. Every week (or whatever schedule works)
provides an opportunity to build on this, while reinforcing your brand.
Build a relationship with the people on your list. It's common knowledge that people like to
buy from people they like. By using ezines to connect with readers in their homes, you can
develop a relationship of familiarity and trust. Be sure to share a little about yourself or
your company in every issue, whether it is an anecdote, event, or employee spotlight.
Keep in touch with prospects and clients. Consideration should be given to eventually
developing two ezines: one for prospects and one for clients, as each require different
information. This is a great way to notify your readers of weekly specials or upcoming product
launches, offer new articles or customer stories, and provide links (or urls) to updated FAQs,
blogs and splash pages.
Drive traffic to your website or blog. As noted in #3, remember to call attention to new blog
posts or other changes to your website with links directly to those pages. Remind readers of
your online newsletter archives. Promote special sales (maybe with discount coupon codes only
for subscribers) with a link to the sales page. Use links to turn your ezines and newsletters
into "silent salespersons"– driving traffic to your website and building your lists around the
clock.
Build content on your website. Make a habit to adding your ezines and newsletters to your
website in an archive area. This serves a several important purposes:
Visitors can read an issue or two to determine if your ezine will be of interest to them, which
could help to increase sign-ups and potential sales.
If you optimize your article placements, you will not only make your website "meatier", but
you'll also bring new traffic from the search engines.
Get feedback from your readers. Make it easy for you to stay in touch with prospects and
customers and vice versa. Ask them to take action and comment on your articles and offers.
Conduct polls and surveys. Start a "Letters to the Editor" column in your ezine. Feedback
allows you to fine tune your messages, target your marketing, and expand your product line.
It's also great for relationship building!
Develop an information product. If you deliver your newsletter once a week and include two
articles, at the end of a year you'll have 104 well-researched articles in your portfolio! Pick
the best-of-the-best and turn them into a bonus ebook for opting-in to your list, submit to
download sites to build your list, or sell in PDF-format!
that it's okay to forward your newsletter to anyone they'd like. In addition, it's important to
include sign-up instructions for those who received your ezine from viral marketing methods. A
simple line titled, "Get Your Own Copy of XXXXXX", with a link to your squeeze or opt-in page
is all it takes!
Gather demographic data. By offering surveys, feedback forms, and niche reports, you'll be able
to get valuable information about your prospects and customers. Learn what makes your readers
tick, how to better serve them, and how to give them what they want. Make sure they become
repeat customers!
cost of a top-rated ezine publishing system is nothing compared to the cost of brochures,
business cards, advertising, direct mail, pay-per-click or other means of promotion. Not only
that, but someone has to manage that production! Because your newsletter is delivered online,
you can grow your list to be as large as you want without worrying about the expense. Bottom
line ? it's proven that email marketing is the most cost-effective marketing solution for
companies just like yours!
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