Continue to Part II: eZine Marketing Techniques»
IntroductioneZines are great marketing tools that can be used to deliver company or product information directly to your clients, in a form that's interesting and useful to read. eZines are basically glorified emails that are sent on a regular basis to a group of subscribers. eZines are basically electronic newsletters that can be filled with articles, graphics, links, and photos. Ezines are typically created using HTML, so that they are more dynamic, useful, and better organized.
CostsIf done in-house, creating an eZine shouldn't incur any substantial costs other than time, or perhaps paying for a few hours of a freelancer's time to design the newsletter. Also, if you have your own mailing list, then of course, you will use that. If your plan includes having to rent a mailing list, these can be rented for anywhere between $40 and $80 for 1000 addresses.
TimeframeCreating an eZine can be a fairly time-consuming process, as you will need to outline and create the email that you will send. If new content has to be created this can take some time, or you can save some time by using old articles. After sending the messages out, some time should be given, depending on what you are asking the recipients to do, for the results to come in.
Program Management Details
Anyone running an online business which relies on mailing campaigns should always be collecting lists and contact information. A good, reliable list of contacts is the most important aspect in any type of mass mailing enterprise, so spending time making sure that you are collecting good, quality, interested leads, and not just random email addresses is important. A good way to do this is to have a sign up page on a website, or to use affiliate services to generate quality leads. When creating an ezine, be sure to fill it with interesting and useful information. Including some "teaser" paragraphs from some of your best articles is a great way to increase interest and to lead readers to a website or other page. Keeping readers interested is a key ingredient to a successful campaign, so having a way for them to be involved in the ezine, such as posting testimonials, asking them to guest write articles, and offering giveaways to regular readers are all great ways to keep interest high. Once readership is high and you have a good response rate, you can then start to think about selling advertising space.
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