An E-Zine or Newsletter is a powerful marketing and sales tool for business promotions. Yet many marketers fail to use them or use them badly, and end up thinking E-zines don't work. Follow these 10 Tips for getting optimum success from your E-zine, newsletter or email marketing.

1. How To Get Results
From E-Zines
10 Tips for Optimum Mileage
By Nicky Jameson
Social Media Copywriter
Copywriting Studio

2. What Is an E-zine?
An E-Zine is simply a subscriber based newsletter
delivered by email. An E-Zine:
• Addresses the needs of a specific group
• Addresses a particular topic of a specific group
An E-zine can take different formats for example it can be:
• All news
• All information
• A mixture of both
• News, information and advertising
• Have paid subscribers or be free
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3. Why Should Your Business
have an E-Zine?
• An E-zine is a powerful marketing tool for business
promotions
• You build a valuable database of customers who’ve told
you they would like to receive more info from you (opt-in)
• You position yourself as an expert in your niche
• E-zines can be profitable sales tools
– They can both sell and promote products and services with
article links and ads
• It can act as your sales person – as long as you follow
the rules
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4. 10 Tips for E-Zine Success
Follow these 10 tips to get the most from your E-zine.
The same rules follow for any type of email marketing.
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5. 1 - Subscribers Must Opt-in
• Opting-in means they have
given you permission to send
them information.
• No permission = spam
• Spam is unacceptable and
you can be reported
• Opt-in means they generally
won’t forget you and have
freely given you their email
• Double opt-in is the safest
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6. 2 – Don’t Do Blatant Sales Pitches
• The 80/20 rule applies
• 80% news, 20% or less ad &
sales content is a good
balance
• Heavy sales pitches will get
you high unsubscribe
numbers
• Build a trust relationship and
always provide excellent
content
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7. 3 – Establish Your Goals
• Why do you want to publish
your E-Zine?
• What’s your objective?
• How does the E-Zine reflect
or support your product or
service?
– One objective might be to build
a database of prospects so you
can send them email
promotions
– Another might be to test
reaction to your services
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8. 4 – Include Clear Unsubscribe Details
• You must include details on how to unsubscribe from
your E-Zine or list
• You must also include a prominent link so that people
can unsubscribe if they wish
• Don’t:
– force subscribers to hunt for the link
– make them email you to be taken off your list
– delay requests to unsubscribe them
• Ensure you action un-subscribe requests
immediately!
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9. High Level of Unsubscribe Requests?
If you’re getting a high number of opt-outs re-examine your
E-zine or newsletter.
• Are you sending out solid, • Are you sending too many
valuable content? emails to your list?
• Does useful content make up • Are you sending too few?
80% or more of your E-zine? • Does the format still work?
• Are you sending too many • Is your content still relevant
ads or too much sales to your list?
content?
Try testing an alternative format to see if that reduces
your opt-outs.
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10. 5 - Format – Graphics or Text?
• Increasingly computers have
images/HTML turned off by
default
• People reading your email on
a smart-phone or PDA will
not want graphics or will not
be able to read them
• Provide a text version of your
E-Zine as well as HTML
• Ask your subscribers what
they prefer.
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11. 6 – Paid or Free?
• The choice is yours, however
If you opt for paid:
• You must provide information
worth the price
• Providing a high ads to
content ratio will ensure the
delete key treatment
• If you don’t get a paid
subscription right it could
tarnish your brand/and or
business
• Paid subscriptions are a
tough sell.
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12. 7 - Frequency
• The frequency of mailing is
up to you
• Can be weekly, bi-monthly,
monthly or daily
• Whatever works for your
subscribers
• Whatever frequency you
choose, stick to it.
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13. 8 – Make your E-Zine Viral
• Always tell subscribers to
forward your E-Zine (assuming
it’s free)
• Means free publicity for you –
easy to pass on email
• If your subscribers like your
newsletter they will be happy to
forward to friends, peers and
colleagues
• You may get more sign-ups to
your list
• Paid newsletter? Have your
subscribers tell a friend – and
provide a way for the friends to
subscribe on your website.
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14. 9 – Length and Content Matters
Your E-Zine could be about one topic per issue or it can
be about several different but related topics.
• Consider inviting guest writers and link to their sites
• Decide on the ideal length – too short and you leave
people wanting more, too long and you could bore your
readers.
• Consider varying content, such as current news,
educational tips, quotes, articles and quick tips
Be imaginative and always be looking for interesting
content for your readers.
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15. 10 - Have Fun!
Even if you’re writing a
newsletter or E-Zine on behalf
of a client, if you don’t enjoy
writing it, this will come through
and your readers will pick up
on it.
Always let your passion and
enthusiasm shine through
when you’re writing your
newsletter or E-zine.
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16. Thanks for reading!
Sign up for my free E-Zine
And get my free special report
For freelance web copywriting go to
Copywriting Studio
For social media thought leadership visit my
blog
or email me at nicky [at]copywritingstudio.com