Contrary to popular opinion, marketing by email newsletter
is not yet dead, despite the pervasiveness of blogs and
social networking. What I like best about ezines is that I
have a list of people who like, know and trust me, so
anytime I do something, such as offer a teleclass or a
product for sale, they are a ready, willing, and responsive
target market.
Several years ago when I debated about eliminating my ezine
from my marketing mix and substitute a blog instead, I
heard a very strong and resounding "No!" from my readers.
Some people prefer to get an ezine in their email inbox on
a regular basis, while others prefer to get blog feeds. I
do have a blog and post my email newsletter articles there,
as well, so I think I have created the best of both worlds
with this marketing strategy.
Once I convince clients of the need for an email
newsletter, the first question I hear is, "What do I put in
the ezine?" The contents of my email newsletter have
changed over the years, but over time I have discovered 3
essential components that every email newsletter publisher
should include in her newsletter:
1. "Get to Know You" section. People have to know, like,
trust and respect you before they'll decide to buy anything
from you. I devote the first section of my email newsletter
to write a short paragraph about what's going on in my life
and my business, be that good or bad. I subscribe to
several other ezines in which the publisher has a similar
column, and quite frankly, it's always the first section I
read in those email newsletters. Almost always, it is this
section that brings me the most comments and feedback from
my subscribers. This strategy is a great way to begin to
let your "voice" permeate your ezine marketing.
2. Quality, Information-Packed Article. In my early
publication years, I did a slip-shod job in demonstrating
my expertise by choosing only to share resources in these
early editions.. While resources are helpful, the key to
demonstrating your expertise is by sharing your expertise.
I believe the best way to do that is to teach what you know
through writing an informative article that solves a major
problem experienced by your target market. I'm quite fond
of "how to" articles, so most of mine are written in that
format. I believe that most people search online for
quality information, so the "how to" format helps my
readers figure out how to implement a new strategy in their
businesses.
3. Marketing Promotion. Because part of my income is
derived from product sales, I feature one of my information
products each week. Occasionally I may decide to feature a
product that I love for which I'm an affiliate. The key
here is that any affiliate products you feature should
directly relate to and be used by your subscriber base. If
you don't currently have an information product, feature
the service that you provide. Remember, the ultimate goal
of publishing an email newsletter to make more sales,
whether those are sales of your products or your services.
4. Optional: Resource Section. I'm an information junkie
and collect info about useful online resources and services
like a kid collects video games. Because I know that many
of my readers have the same problems that I have in my
business, I share a resource gem each week with them to
help them better manage their businesses or their lives.
I also include a promotion about new posts in my blog to my
ezine readers (these are posts appearing exclusively in the
blog, not what they have previously read in the email
newsletter). as well as an overview of what's new on my
membership website. When I'm speaking at an event or
hosting a teleclass, I create an Upcoming Events section to
inform my readers of these noteworthy events.
Your ezine can be as short or long as you wish, but
generally it should take no more than 5 minutes to read. If
you incorporate these 3 essential components into your
ezine marketing, you will see your product and service
sales steadily increase.
----------------------------------------------------
Online Business Resource Queen (TM) and Online Business
Coach Donna Gunter helps independent service professionals
learn how to automate their businesses, leverage their
expertise on the Internet, and get more clients online. To
claim your FREE gift, TurboCharge Your Online Marketing
Toolkit, visit her site at http://www.OnlineBizU.com . Ask
Donna an Internet Marketing question at
http://www.AskDonnaGunter.com .
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