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Four Ways Ezine Publishers Lose Their Subscribers
By:
Tracy Weber
| Posted:
2/20/2009
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Writing a quality ezine cannot be done in a few short minutes a day. Ask any experienced publisher what goes into operating a successful ezine and they will tell you that it is a process to take very seriously. If you do it right, your list will continue to grow and prosper. Do it wrong and your list will shrink faster than you can imagine. Avoiding the following mistakes will send your list counts in the right direction.
1. Prevent Contact From Your Readers:
I subscribe to many ezines and I read ezines everyday. When there is something I find of value, I generally like to respond and let them know they are doing a great job. Internet marketing is all about relationships, if your ezine is valuable, then meeting you is a priority for me. If I reply to your ezine and it bounces back to me that gives the impression that you do not value my opinion. If you have a “no reply” email that sends your list – that’s fine! Provide me with a clear way to contact you. If I can’t find it or you don’t provide it … then once again it implies that reader feedback is not valuable to you.
Some publishers do not provide contact information due to being spammed by readers. In my opinion, I can quickly determine which are unsolicited and what comments are valuable. I would much rather spend a few minutes sorting then missing a potential relationship. I will more likely unsubscribe from an ezine that I cannot connect with the publisher.
Many other readers may follow that same opinion.
2. Not Personalizing your Ezine:
Your ezine may run the best articles I have ever read. Your ezine may be laid out in a very professional manner and is sent on time every edition. If you do not put one stitch of yourself into your ezine, how do I know what kind of business owner you are? Including your name and even a quick blurb about you, or your business, or about ANYTHING, tells me that there is a real person behind your ezine instead of just a faceless ezine machine. I feel less involved with ezines that are not personalized and more apt to unsubscribe to these.
3. Not Giving Me Something for Reading:
Sounding selfish is the point here. Your ezine may have the best content in the world, but tell me why I should read it. Do I gain some benefit that people who do not read get? Features do not sell products – benefits do. So provide me with a benefit for staying your reader. Do I get ad discounts for being a member? If I respond to a question, do I get a free gift? I have no idea, so you better tell me! I am more willing to stay subscribed if I think I will miss something if I don’t read.
4. Not Sending Ads:
Some publishers feel unsure about sending ads, or if they send too many ads, they will lose subscribers. I feel this is a complete misconception. If you look into any fashion magazine, you will find it is usually filled with more ads than articles. Magazines, network television, even radio are all created to promote the advertisers. Readers expect ads. Make it a benefit for them! Publishing ads in the correct layout, does not detract from readership, it encourages it.
After all of your hard work, just remember that your ezine is an extension of you. Your readers want to see who that is. If you put a personality behind your publication stay open for communication with your readers, your list will not only grow in numbers but in responsiveness as well. Keep putting yourself out there - reach out to your followers, they will reach back!
©2009 Ezine Ad Team, All Rights Reserved.
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