As mentioned in Part I of this post, it’s important to understand the difference between an email campaign and an ezine (also known as an online newsletter) before using these tools as part of your online marketing strategy.
An email campaign only has two goals in mind: to encourage prospects to take an action—whether that action is to visit your website, learn about new products, or contact you—and to influence them to purchase a product. An ezine’s primary purpose, on the other hand, is to provide subscribers with tips, advice, or helpful information related to a specific topic, that encourages them to visit your blog or social media profile to learn about more helpful tips or to possibly purchase from you.
If you have not read Part I of this post, feel free to do so by clicking here.
Below, I have broken down the components of an ezine so that you can create your very own sales-generating material.
The Ezine
How will having an ezine be beneficial for me if its primary purpose isn’t to encourage prospects to purchase from me?
Although an ezine’s main goal isn’t necessarily to make the sale, it is one of the most beneficial marketing tools you can use for your business. Why? Because an online newsletter helps you establish rapport in your industry and positions you as an expert. When you can show your readership that you are knowledgeable in your field, they will trust you and be much more likely to purchase from you.
Below are two examples of online newsletters:
Our newsletter, Sumèr's Secrets
Hills of Africa's Newsletter
What should I write about in my online newsletter?
Each ezine should leave readers with information that they can use or benefit from in some way. Whether you provide your subscribers with tips or an analysis of a certain industry-specific topic, your ezine topics should always leave the reader with something valuable.
At the end of your article, always place a call to action that encourages the reader to take an action. This action could be to visit your website, blog, Facebook page, Twitter account, or YouTube channel or to contact you.
How often should I send out an online newsletter?
Deciding on how often to send out a newsletter depends on how much time you have to devote to writing. Be honest with yourself. If you do not have time to write one quality article per week, consider having a biweekly ezine or monthly ezine. But whatever you do, stick to a plan. Changing how often you send out a newsletter can throw your subscribers off. Imagine subscribing to a magazine and never knowing when you’re going to receive it or if you’re going to receive it that month. Be consistent with the days and times you send out your online newsletter.
How do I encourage my brand followers to subscribe to my ezine?
Mention ezine topics on your social media profiles, and say, “Want to receive even more tips? Subscribe to our newsletter (or ezine),” and add a link that directs traffic to your newsletter subscription page. Also, place a sign-up box on your website so that visitors always have the option to sign up for your newsletter list.
Other options include adding a link to the sign-up page on the footer of your blog and website. Or, place the link to your ezine page on the Thank You page that customers receive after they have made an online purchase.
Did you find this post helpful? Perhaps you have questions that weren’t covered in this post? Let us know in our comments section. Or, if you’d like to subscribe to our newsletter, Sumèr’s Secrets, visit our subscription page here.
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