1.1 E-zine Publishing in Internet Marketing Today
For many years, naysayers speculated that e-zine publishing in Internet marketing was dying a slow, cold death. And yet, surprisingly, it has only become more popular, as people realized that building and marketing to a list was by far the most effective way to close sales and to get repeat sales.
E-zine publishing in Internet marketing today is very similar to what it was in the past. The general purpose of publishing an e-zine is to collect a list of email addresses and names of people generally interested in the product or service niche to which you market.
You then use the e-zine as a means to pre-sell subscribers. As you send out more and more free and useful material, they will come to trust you â€“ to believe that you really do have the ability to help them with whatever problem they are trying to solve.
This is much more effective than attempting to close sales immediately, as many sales pages attempt to do. Most people must be exposed to a product repeatedly and must talk to a sales person repeatedly before they will settle on a single product or service. This is especially true if the price tag on that given product or service is out of their normal, comfortable spending range.
If you want to close more sales, you will want to get a grasp on e-zine publishing in Internet marketing today, so you can make informed choices when publishing your own e-zine. While it isn't quite as easy as it was in the late 1990s, it can still be an effective marketing tool.
With that being said, you will want to use effective methods for finding leads, getting leads to actually sign up through your opt-in list â€“ and, finally, you will want to develop a powerful mechanism for upselling leads. If all of these parts aren't functioning properly, your e-zine will not be an effective sales mechanism.
1.2 E-zines vs. Conventional Newsletters
Crash Course Guide to E-zine Publishing
For the purpose of this section, we will clearly define an e-zine and a conventional newsletter. An e-zine is an online newsletter, which is written in text or HTML format and then emailed; in contrast, a conventional newsletter is composed with computers, copied, and then mailed out.
There are many important advantages to using e-zines vs. conventional newsletters. One of the most important advantages is that an e-zine does not require you to stock up on paper and ink. While maintaining a conventional newsletter could easily cost you hundreds or even thousands of dollars in ink and paper alone each mailing, an e-zine is almost completely cost free.
Another important advantage of e-zines vs. conventional newsletters is that e-zines are not labor intensive. Once you have created the text for your newsletter, all you have to do is fill it into an auto responder slot or â€œbroadcastâ€ it to your list subscribers. In contrast, with a conventional newsletter, you have to print or copy each individual copy, put it in an envelope, address it, stamp it, and mail it. This can take a considerable amount of time and effort.
Another big advantage of e-zines vs. conventional newsletters is that e-zines can be mailed instantly. Regardless of how many subscribers you have or where in the world they live, you can react them in a matter of seconds, rather than in weeks or even months. This is especially important if you have to contact your subscribers for something time-sensitive, such as a sale.
The last major advantage of e-zines vs. conventional newsletters is that e-zines can automatically track results. For instance, if you use HTML mailings, you can determine how many people looked at each mailing. You can also determine who actually clicked the link in your mailing and went to your site. This makes it considerably easier to test your marketing efforts to make sure that you are targeting the right groups and producing the most wanted results.
1.3 The Pros of E-zine Publishing
The pros of e-zine publishing are numerous. The biggest pro of e-zine publishing, of course, is that it closes sales far better than any alternative, including snail mail advertising, cold calling, and sales pages.
Crash Course Guide to E-zine Publishing
One of the reasons why it closes so many sales is because it acts as a pre-selling mechanism. It warms customers up to you and your services over the course of five emails, making them more apt to purchase any products you advertise in the future.
Another major pro of e-zine publishing is that it is either completely free or really cheap to start up. The only real cost is the auto responder service you use, which can be as little as $20 per month. In addition to that, your only other costs will be the time it takes to develop and mail out regular lists. This is in contrast to the amount of money it costs to create a conventional newsletter.
Another major pro of e-zine publishing is that it involves building a permanent asset, which you should constantly be able to draw prospects and sales from in the future. This is in contrast to a sales page, which will either close a sale or miss it without any reasonable chance of making it again in the future.
For people looking to brand a business or to spread their names in a specific market, e-zine publishing is an excellent way to get known. Essentially, e-zine publishing perpetuates their brand or name by sending it out to hundreds of people on a semi-regular basis.
The last major pro of e-zine marketing is that it allows a person to create a â€œbuzzâ€ for a new product or service without doing anything more than sending out emails for a list. This simple action can get subscribers talking about a product that is in a pre-launch phase on forums and blogs, generating curiosity well before the product is ever even launched.
1.4 The Cons of E-zine Publishing
The cons of e-zine publishing have been growing since the advent of email marketing in the 1990s, when e-zines were quite primitive and rarely were used in lieu of more conventional paper newsletters.
The major con of e-zine publishing is that e-zines have become so hideously over abundant that they are often looked at as worthless. Additionally, many marketers now create e-zines with recycled content, such as articles taken from directories, greatly reducing the amount of time it takes to put together an e-zine â€“ and, again, reducing the value of the e-zine in the eyes of potential subscribers.
Crash Course Guide to E-zine Publishing
Another major con of e-zine publishing is that spam filters have become ridiculously over-protective, filtering out emails that look even marginally commercial, even if the person who owns the email address wants to receive the email and even subscribed to do so.
Another major con of e-zine publishing is that, if you're not careful, your ip address and your site could be blacklisted as a spam site. For instance, if you use single opt-ins, rather than double opt-ins, you have a much higher chance of someone reporting your emails as spam, even though they could simply click the unsubscribe button at any time.
Another major con of e-zine publishing is that the average person's inbox is now crowded with dozens of emails on a daily basis, including spam, legitimate email, email from friends, and notices from various businesses and email clients. This means that it will be extremely hard for you to get noticed and read, even if you are sending out a completely legitimate course with good content.
To reiterate, there are several different cons to e-zine publishing â€“ the main â€œconâ€ being that it isn't as effective as it once was. However, considering the alternatives, it is currently still the most effective way of closing sales.
1.5 How E-zine Publishing Can Bring in Good Business
Many business owners are surprised at how e-zine publishing can bring in good business. It seems like email marketing has been so marginalized in recent years by major changes in spam filters, but, in fact it is still both a powerful and reliable means of getting constant streams of traffic, upsales, and repeat buyers.
One way to use an e-zine to bring in upsales is to build a course that has a natural upselling mechanism. For instance, you can use Jimmy D. Brown's â€œuseful but incomplete model,â€ which stipulates that you should create an email course or e-zine that provides excellent information, but leaves out something critical that subscribers must purchase in order to make that strategy useful.
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