Recipe for an Ezine: 8 Key Ingredients that Get Results - Should You Publish an Ezine?

In our work with clients, we often hear this questionbuy from or hire you. Online this is probably longer
from entrepreneurs who want to leverage the Internetsince you have to convince a prospect with your
and start marketing online: "Should I publish awritten word. Email, because it is so inexpensive and
newsletter?" As part of our Customized Newslettereasy to deliver, is an obvious choice for stay-in-touch
Services program, we have reviewed hundreds ofrelationship marketing.
e-newsletters, or ezines, and can spot common errorsA newsletter, when well written with useful information
immediately.will strengthen your credibility and build relationships with
We have found ezines that work well for attractingreaders. However, email is not without frustrations and
new clients usually have these eight key ingredients:problems.
1. A great name that defines the topicIt has become more difficult to obtain opt-in
2. A defined audience and clear purposeconfirmations for subscriptions because people are
3. A compelling headline or subject linecautious of spam and inbox overload. Email
4. Valuable information readers can usedeliverability can be problematic, with over-zealous
5. A call to actionspam filters stopping legitimate ezines. We are all
6. A customized template or plain text formattingexperiencing information overload not to mention
7. A bonus incentive for subscribingmarketing-fatigue.
8. CAN-SPAM Compliance and a privacy statementSo, if you publish an ezine, do it right and do it smart.
You will notice that the first five ingredients refer to theOnly in rare cases should you not include an ezine as
actual content of the ezine; the last three elementspart of your online marketing: if you can't write; you
refer to how it is delivered. Each element contributesdon't want to expand your business and grow a list of
to the overall effectiveness of a newsletter forqualified leads; you have a strong referral source in
growing your business.place and do not need new prospects; and you have
First, are newsletters really necessary for a strongenough business already.
online marketing system?Having a blog is not a reason to stop publishing an
Should You Publish an Ezine?ezine. The two have different styles, and are delivered
If you want to leverage the Internet and expand yourto readers in different ways. We recommend doing
reach to a global audience of prospects interested inboth and linking and referring to both.
your products and service, you need to regularly writeHaving an ezine that your website and blog visitors
and publish a newsletter. Deliver it via email and post itcan subscribe to is an important way to build a list of
on your website or blog.qualified leads. When people are interested in learning
Most marketing experts agree that a prospect mustmore about your business, you have an opportunity to
hear from you multiple times (at least 7 to 10) beforeinform, educate and inspire them. They are on their
he or she develops a sense of comfort and trust toway to becoming clients.