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EZINE PUBLISHING 101: HOW TO PUBLISH THE RIGHT STUFF
Five years ago, few people knew what e-mail was, the Web was a novelty, and only business users and enthusiasts could justify a hefty PC investment. Today, people are lining up like lemmings to buy PCs, get hooked with the Internet, and start getting down to business. Everybody seems to get a knack for using the Internet as a viable source of commercial development.
In the world of writing, advertisers and writers gradually realized the potential of the Internet as a viable marketing tool for most businesses. That's why newspapers, journals, and magazines have its own replica on the net. Publishers realized that they could do more with online publishing because of its wider reach, lesser investment capital, and higher chances of productivity.
Today, one of the most viable sources of information, whether it is an advertisement or Web content, is the ezine. Ezines are the digital and electronic forms of magazines. These are commonly distributed to subscribers. Like magazine publications, ezines are published daily, weekly, bi-weekly, monthly, or sometimes whenever an occasion calls for it.
Because of its diversity on its subject matter and its viability to a wider reach of audiences, ezines are considered as an important tool in e-commerce. However, if you publish an ezine that doesn't have the contents of what your potential buyers are looking for, it will not do you good.
So, for you to be able to market your business well through ezine publishing, here are some ways on how to publish a good ezine:
1. Write your ezine.
If you're publishing an ezine that aims to advertise your product, don't focus more on the marketing strategy. Enhance your customer's knowledge on things that are related for your product. Make them aware why they have to use your product. Provide some feasible and practical information.
Then, always come up with unique ideas on how to hook your readers into reading your ezine. Ezine publishing is not merely about text and graphics. It's more of how you put them together in order to come up with something different that would catch your reader's eyes.
2. Contemplate on the format of your ezine.
Just like any publication, whether in print or electronics, ezine also needs the right format so as to attract more readers and subscribers.
In formatting ezines, you have to consider its length, table contents, subject line, categories, file format, and font styles and sizes. These things project the overall appearance of your ezine. All of these elements should be in harmony and should compliment each other. These elements in formatting should help you arrive with an effective ezine that is consistent, stylistic, at the same time informative and practical.
Moreover, always remember to provide a general information section on every issue of your ezine. Most of these general information are addressed to the customers concerns like how they can subscribe or unsubscribe to your ezine, advertising information, if they can do some referrals, or if they can contribute some articles to your ezine.
3. Measure the length or size of your ezine.
Most likely, you can already foresee the length or size of your ezine after you have formatted it.
Basically, the length or size of your ezine is one big factor in catching the reader's eye. As a rule of thumb, lengthy articles or write-ups tend to bore readers. So, it's important to get as much information in a limited but well-written ezine.
If you're using windows, one way of checking the size of your ezine is by converting your ezine first into a text document (by using a WordPad or a notepad). Then, right click on the file then check it's size through its properties.
For Mac users, convert your ezine into a text document also. After saving it as a text document, check its file size by going to "file/get info" tab.
4. Consider some of the technical issues related to maintaining a mailing list.
Before publishing an ezine, it's a must to work out with the common mailing list issues like how to let people subscribe or unsubscribe; how to do archives; how to avoid mailloops; how to handle error mails; how to deal with double opt-in; and where to get security features.
Neglecting to resolve these technical issues will result into an unsuccessful publishing of your ezines. There would be probabilities that you'll loose your customers and lessen your sales.
5. Find the correct mailing list program.
At this part, you're already on your way to publishing your ezine. But first, you have to look for the best mailing program so that you'll know that your ezine will be put into good use.
There are, in fact, five mailing programs to choose from. Each of them can help you in sending your ezines out to your list of email addresses. You can send ezines through a free list server, paid mailing list provider, free mailing list provider, mailing list software, or the traditional email program. Whatever you use, it's bound to facilitate your ezine publishing.
6. Track your mails.
In ezine publishing, the work doesn't stop after the ezine had been published. It's still important to track down your mails. Take extra effort to trace if your ezine had reached its destination.
Nowadays, we know for a fact that there are no absolute permanent email addresses. There are instances that your subscribers maybe signing up with one email address today but may have changed address a month from now. In this case, you'll only be receiving a "user unknown" note or "account inactive or disabled" notice.
So, it's important to provide yourself with a reliable service that can track down mails for you. In this way, you can be updated with any changes in your subscribers address so as to get hold and maintain your market share.
Indeed, ezine publishing can be as tedious as the typical magazine publication. But with proper management and production, it can give you more benefits than what your print magazine can give you especially if you're aiming to boost your business' productivity.
Just remember these pointers on how to publish a good ezine, and you're definitely on your way into making it big in the e-commerce.
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