survey indicated that over 88% of online consumers have made
a purchase as a result of receiving permission-based email.
The most common forms of permission-based emails are ezines
or email newsletters. Currently there are hundreds of thousands
of ezines available on the internet.
Ezines are excellent tools for generating new and follow-up
sales, driving more pageviews, building customer loyalty,
and improving sales credibility and brand awareness.
Even though ezines are vital to the success of every online
business, there are some marketers who unknowingly kill their
ezines with not-so-wise marketing methods. I have highlighted
some of the killer mistakes below.
Killer #1 .. Who needs permission? Just mail 'em!
A recent study of permission email recipients by IMT Strategies
revealed the following:
48% were curious to read the permission email
13% were eager to read
30% were indifferent
7% open it somewhat annoyed
2% deleted it without reading
When it came to unsolicited email or spam:
77% deleted it without reading
16% said they were annoyed but opened it
3% were indifferent to it
4% were curious to read spam email
1% percent were eager to read it
In the above results, we can see that 9 in 10 recipients of
permission email were fine with reading the messages, with
a near half curious to read!
But for spam, 9 in 10 didn't even read the email or were
seriously unhappy about opening it.
We can clearly see a remarkable difference in the response
to permission-based emails and unsolicited emails. Always
ask for permission!
Only add subscribers who have consciously chosen to receive
your ezine. You'll reap the rewards of having a highly targeted
and loyal audience that are interested in reading what you
There have been many times when I received issues of ezines
that I don't ever recalled subscribing to. These ezine owners
had taken their own 'initiative' to add me their list. Such
spamming antics only seriously piss me off!
Never try to buy a list of email addresses and then send
them your ezine issue telling them to remove themselves if
they don't wish to get further mailings. That's spamming.
Killer #2 .. Don't let 'em unsubscribe
Since it is so difficult to acquire new subscribers, let's
prevent them from un-subscribing at all costs. Heck .. just
don't provide them with an unsubscribe option in the newsletter.
Then they won't unsubscribe!
Nothing pisses me off more than newsletters that I cannot
unsubscribe from. There are no unsubscribe instruction nor
any email address to send an unsubscribe request to.
Such practices are totally unethical and unprofessional.
If your subscribers can't even trust you over something so
minor, how would they feel secure doing business with you?
They may even complain you for spamming and tell people about
your unethical conduct. Bad news spread very fast on the internet.
When your subscribers decide to leave your ezine, promptly
unsubscribe them. Make sure you never email them again unless
they decide to re-join your ezine.
Killer #3 .. Let's blast them with tons of mailings
Recently I had to unsubscribe from several ezines that were
sending me a solo mailing every alternate day!
In the beginning I didn't mind those mailings. But after
some 14 days of getting tons of advertisements, I bailed out.
The DoubleClick survey revealed that the average online consumer
receives 36 permission email messages weekly.
With that number of emails waiting to be read, excluding
personal messages and spam, you wouldn't want to be guilty
of clogging your subscriber's inbox.
Strike a good balance between your profit line and your subscribers'
interest. The lifetime value of a subscriber can be worth
thousands of dollars. Why kill the golden goose when it can
lay golden eggs year after year?
Killer #4 .. Forget about content, I got no time for that
With an intensely fierce competition for ezine eyeballs,
your subscribers may unsubscribe after a few issues if they
don't enjoy your ezine.
You need to publish real content that appeal to their interest.
One of the best ways to discover what your subscribers want
to read is to check out the ezines of top players in your
industry or related ezines with large subscriber bases.
If they are at the top, they must be doing some things right!
It will be an eye opening experience to analyze the kind of
content successful ezine publishers offer to their subscribers.
Never fill your ezine with advertisements that are disguised
as editorials. Quality content is king!
Killer #5 .. The ezine that never came
Some ezine owners produce a few issues and skip the next
few. Or they are perpetually late in mailing out new issues.
If you tell your subscribers that you publish your ezine weekly,
make sure it arrives in their mailbox weekly. You lose your
subscribers' loyalty and trust when you fail to deliver. How
can they then trust you with their credit card numbers?
Publishing an ezine requires time and effort. Writing up
the editorial, proofreading and amending the copy (many times),
testing the final copy and maintaining the subscriber list
can easily take a day or more.
If you can't afford to publish your ezine weekly, do it fortnightly.
I don't recommend monthly because the time lapse in between
issues are too wide. Try preparing future issues 2 weeks in
advance. Have available backup editorial content that you
can always fill your ezine with at the last minute.
There you've it .. 5 guaranteed ways to kill your ezine. Well,
I hope you'll never need to use them :)
Source: "Chee Wee is a professional internet marketing
consultant. Join his FREE affiliate program and EARN a generous
commission of US$50 per sale! Commissions are paid in 7 global
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