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May 2007 |
DO IT YOURSELF EZINE Creating an ezine is a tedious task that includes more than writing an article or business correspondence. It should apply the same principles on website writing.
This task requires other skills such as website design for creating design template if you want to send out an HTML format; otherwise you can simply have a text format newsletter, email administration for managing the mailing list and delivery; and customer service for taking care of client responses and communications.
Ezine is also called by its other names such as e-newsletter, e-bulletin, or email newsletter among others. It is simply an electronic newsletter delivered through email, in which anyone can subscribe.
EmailUniverse explains ezine is web-based only and not available in print. However, if it’s only available on the web and not delivered via email, then it is only a webzine. The ezine must have both its website presence and email delivery components. But why should you or your business need an ezine? Ezine has become a critical business tool as it serves many different purposes in today’s electronic business such as: The question is - do you want to outsource it or do it in-house? Doing it in-house, you will require at least 3 people to keep it going say in a monthly frequency: web/copy writer, email administrator, web designer and webmarketing specialist. This is advisable for big mailing list. However, if you have a small list of say less than 100 subscribers, you can do it yourself without spending a dime. ZeroMillion shows simple steps on how you can set it up. To supplement your effort, here are some helpful tips in creating an ezine: • Know your goal. Why are you sending it? What do you want to say or what reaction do you want to receive? Be cautious; a badly worded email can turn people off and create a lasting bad impression. • Don’t spam your mailing list. Only send your ezine when you have something relevant to say or announce. You can schedule delivery on a daily, weekly, bi-weekly or monthly basis depending on how your email recipients choose to receive it. • Build your mailing list by providing subscription page on your ezine and website. Use simple subscription form that asks only few information, such as: Email Address, First Name, Last Name, and Zip Code/Location. Include a brief, 1-2 sentence summary or a link to your privacy policy on subscription page. • Get straight to the point. If you want to say more, provide a direct link to relevant part of your website for more information. This link can sit along each story in the newsletter. • Create your ezine in plain text format or HTML and allow people to choose which to receive; but never in PDF or other large file formats; unless they are expecting it and they can handle receiving such big files. • Make a creative subject line that grabs attention, but not full of marketese. • Make sure the newsletter says who they come from. Your phone or contact number should be displayed prominently so people can see it immediately. • Allow people to unsubscribe or opt-out from receiving your newsletter. This is an important component of all ezine. • Record the number of responses you receive. A 5% response rate is strong while 3-4% is average.
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