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Writing And Publishing An Online Newsletter (Ezine)

You sell a product.   You sell a service.  You sell as an affiliate.  It doesn’t matter what you do as an business online, one un-moveable rule stands as the foundation for long-term success and that is the newsletter.  Also called an ezine, the newsletter provides a continual forum for communicating with your visitors.

This is very important because visitors to your site come and go, but subscribed visitors to your newsletter will always have a reason to come back to your site because you will have the means to invite them.  Some online businesses are valued based on the numbers of their subscribers and the strength of their newsletter.

So how do you write a newsletter?  First, writing a newsletter isn’t that different from writing an article.  The purpose is to provide useful, relevant information that your readers will be able to utilize to help improve their lives or business in some way.  Using a newsletter to simply advertise to your subscribers rarely works.  It’s much more effective to give your subscribers something useful.  This builds credibility for you and your business, as well as loyalty with your subscribers. 

  Think of your newsletter or ezine as a magazine.  When you subscribe to a magazine you expect that it will provide you with information to help improve your life.  You also expect some level of entertainment. 

  So how do you entertain with your newsletter?  Simply by making it enjoyable to read.  Don’t “write up” to you readers by writing in language simply to impress.  Instead write as you would to a friend.  Be personal, use appropriate humor, engage analogies to flesh out the personality of your newsletter articles.

  Use your time wisely.  If you publish an article to the Internet, consider using it in your newsletter first.  Allow your own subscribers the use of this information first and then save yourself time by publishing the article to Internet article directories and ezine publisher.  This makes the best use of you written words.

  Subscribe to other reputable newsletters online to get a feel for how they are done, especially in your specific industry.

  Be sure to put your subscription form on the front page of your website.  Consider using incentives to give visitors motivation to subscribe.  Always let your subscribers know what they can expect from your publication.  In other words, what’s in it for them? 

  Too many online business owners try to stuff everything they are selling onto the front page of their website and then they hide their newsletter subscription form inside their website.  On the surface this probably seems to make sense, after all your website is all about making money and how can you make money if visitors can’t see what you are selling.  So the front page seems logical.  After all your newsletter doesn’t make a cent…or does it?  In fact it does.  Statistics tell us that approximately 80% to 90% of your visitors will click out without spending a dime on your website.  So after they have left, what will bring them back?  Memory?  Bookmarks?  How often do you breeze through your bookmarks?  Now, how often do you check your email?  Ahhh.  Yes. 

  That is where you want to be.  In your visitors email.  How you get there is when your first time visitors are motivated to subscribe free to your newsletter.  Once you have their permission to send them your newsletter by email, you also have the vehicle to bring them back to your website.  Not just once, but again, and again, and again.

  The next issue is the delivery of your newsletter.  Obviously if you have thousands of subscribers, you can’t delivery your newsletter using your personal email program.  This isn’t a good idea even if it was possible due to filters that will quickly keep your newsletter from it’s destination.

  Autoresponders are automatic email delivery systems engineered to deliver your newsletter and announcements to your subscribers effortlessly.  Due to the fact that autoresponders do this as a profession they are equipped to get through filters through various industry means.  However, some are better than others.

  Be aware that there are different types of autoresponders.  Some autoresponders are geared toward building your list like trafficwave.net, while others concentrate more on the 100% delivery of your newsletter like intellicontact.com.  Although realistically there isn’t likely to be an autoresponder that can actually deliver to 100% of your subscribers.  Those dedicated to delivery come close. 

  Consider these features when selecting an atuoresponder:

 

  1. Will one account allow you to create several autoresponders?  You may find that you need several autoresponders as your business grows.
  2. Will the system create subscribe boxes for you to easily install at your website?
  3.  Is there a charge per subscriber or per month.  Keep in mind that there are advantages to both types.
  4. Will the autoresponder allow you to broadcast to your subscribers.  This means that you will be able to send out special announcements as you need to communicate with your subscribers.

  Lastly, when selecting an autoresponder rent by the month, not the year.  At least at first.  Be sure the system will really work for you and your needs before you commit and pay for long term use.  You may save money with the long term option but it won’t be a savings if that system doesn’t work for your needs. 

  A newsletter (ezine) is a mandatory tool for your online business success.  Don’t be intimidated if this is all new to you.  Simply jump in and learn as you go.  Keep in mind that everyone makes some mistakes as they learn to implement new tools.  So if you blunder as you try it, just keep going!  Before long it will be second hand and you will watch your business improve with increased sales and long-term stability. 

 

 

 

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