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.
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
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
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this blurb with it: 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 FR*EE gift,
TurboCharge Your Online Marketing Toolkit, visit her site at OnlineBizU.com. Ask Donna an Internet Marketing question at
Best-selling author Donna Gunter works with successful business owners who are experts in their fields and established in their industry and are seeking a way to stand out from their competitors. Using her Ideal Clients on Autopilot System©, she helps them determine the exact strategies to generate more qualified leads and better-paying clients with automated systems. This proven system makes all their marketing easier and more effective and they find themselves positioned as the only choice for their clients.