Online Newsletter (Ezine) Don't's

by Maria Marsala

Summary: We hear "do this" or "do that", however, have you ever heard someone tell you what not do to with your ezine? Not till now!

In business? Then you've looked into or know the potential an ezine has for your business. It's one of the marketing tools available to you that can help you increase sales and create name recognition, too.

Savvy ezine publishers incorporate these four elements to increase the chance for success.

Create an "opt-in" ezine.
Reach your target audience.
Format a readable ezine.
Market consistently.

What not to do? Read on

• Don't overhaul or change the intent of your ezine without alerting your readers. Email the changes to them and provide them with directions on how to leave your elist.
• Too many ads cause people to hit their "delete" button. Don't interrupt articles with ads either. The key is setting expectations; if you present them properly, your ads will get read.
• Don't use all CAPITAL LETTERS to highlight the topic in your ezine, even for titles. (OK for off line newsletters; online, using CAPITAL LETTERS denotes screaming.)
• Do not force new subscribers to complete long subscription forms containing lots of personal information. While some will complete the entire form, most will "move on".
• Don't ever add someone to your ezine without their permission, including "harvesting" (taking and using) email addresses from anyone who has sent you an email for another reason.
• Don't distribute ad's in between your article or tip. Provide ads, yes. You ARE running a business. But differentiate them from the content.
• Make sure that designing your ezine is the best use of your time. If not, hire a marketing company or virtual assistant. Not familiar with virtual assistants? These resources can assist you.
• Do not use lots of exclamation marks, question marks, etc. Spam filters just don't like them.
• Don't wait too long between issues-ezines must be timely. Although quarterly newsletters are fine in the off line world, they don't work online. At a minimum, publish your ezines monthly-or your readers may forget they've subscribed and report you as a Spammer. Most hosting services will shut your site down first, and then ask questions later.
• On the other hand, if you have a lot to say and want to publish weekly or even daily, say so in your subscription box, so people will know how much volume to expect.
• Don't enjoy writing? Publish a tips ezine, hire a ghost writer, or visit an article bank to pick up some free content.
• Don't forget to change the usual "welcome letter" that many free ezine hosting services provide. Create a wonderful personalized "Welcome" for your list; if you offer a bonus, include it in the welcome note.

©2007 Maria Marsala, former Wall Street Fortune 200 executive, business strategist, author and speaker. As founder of Elevating Your Business, Maria helps business owners and independent service professionals work smarter and earn more. Learn more and receive free business tools at ElevatingYourBusiness.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE?

• You can, as long as you include this complete blurb with it: Internet Veteran, Planning Coach and Operations Consultant, Maria Marsala has been publishing MORE BUSINESS weekly ezine since 1999. If you're ready to make more money, kick-start your markeitng and live a high quality life, get yoru FREE tips now at www.ElevatingYourBusiness.com
• Just request permission to place this article in your newsletter, magazine, or on your web site.

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